Factors Influencing the Knowledge Level of Fish Consumers: An Explanatory Analysis

Despite scientific proof of the benefits and effects of fish consumption on human health, most Indians consume less than the recommended dietary amounts. The current study attempted to assess the knowledge gap of fish eaters regarding the health and nutritional benefits, along with identifying the factors that directly and indirectly influence the knowledge level of fish consumers. The fish eaters were surveyed during the F.Y. 2021–2022 with representative samples of 934 fish consumers from across ten districts of the Gujarat state in western India. Fish consumers were found to have insufficient knowledge about health and nutritional benefits, which stalled the growth of fish consumption in the region. The significant factors influencing the knowledge level of fish consumers were education qualification, fish quality evaluation criteria, number of children in a family, years of fish consumption and family size. The consumers were found to place greater emphasis on the fish quality evaluation parameters such as smell, appearance, nutritional value, product price and freshness. The study’s outcomes suggested that mass awareness programs should be planned to achieve higher levels of fish consumption in the region and the country.