Determinant factors of Indonesian people’s fish purchase intention

Abstract

Purpose

The purpose of this paper is to examine the determinant factors that influence the purchase intention of fish by Indonesians, especially in 14 provinces with low fish consumption rates.

Design/methodology/approach

The survey was conducted with a total of 307 respondents in West Sumatra, Jambi, Bengkulu, Lampung, DKI Jakarta, West Java, Central Java, Special Region of Yogyakarta, East Java, Banten, Bali, West Nusa Tenggara, East Nusa Tenggara and West Borneo. The factors measured and analyzed are product, individual and environmental characteristics while partial least square is used to analyze the data.

Findings

The factors influencing the purchase intention of fish by Indonesians include product, individual and environmental characteristics. Not surprisingly, environmental characteristics were cited by most respondents.

Originality/value

This is the first study on the factors which influence the purchase of fish by Indonesians, in a country with a high rate of fish production, but a low rate of consumption. Findings are relevant to support the “Gemarikan Program” (Program to Promote Fish Eating) by The Indonesia Ministry of Marine Affairs and Fisheries.

Citation

Novita, N. and Rowena, J. (2021), "Determinant factors of Indonesian people’s fish purchase intention", British Food Journal, Vol. 123 No. 6, pp. 2272-2277. https://doi.org/10.1108/BFJ-01-2019-0067