Theory of planned behavior applied to fish consumption in modern Metropolitan Lima

Abstract Despite being an important source of protein, fish consumption in Peru is low compared with other coastal countries. Thus, the objective of this study is to identify the core determinants of such consumption. We based our analysis on the framework provided by the Theory of Planned Behavior (TPB) where attitudes, subjective norms, past experience and health involvement determine the intention and frequency of fish consumption. Primary data were gathered through 159 consumers of fish in modern Metropolitan Lima between August and October 2015. From a set of likert scale indicators a str...