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Factors affecting environmentally preferable purchasing of sustainable fish products: a theory of planned behaviour perspective.

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Fish stocks have been in crisis for a long time. Many fish species are on the brink of extinction due to exploitation. As per the Millennium Development Goals 2010, green consumption is one of the core pillars in achieving environmental sustainability. Given that there is a high level of unsustainable fishing and fish consumption leading to the depletion of fish resources, it is critical to understand consumers and their perceptions and behaviours in relation to sustainable fish products. Better comprehension of factors influencing sustainable fish product purchases can help improve green marketing efforts to achieve sustainable consumption of these products. The current study followed a causal research design and quantitative method. The target population for the study was working individuals. The study population was formed by consumers who are part of the South African LinkedIn community and who eat fish, whether concerned or not about sustainability. Judgmental and snowball sampling techniques were used to draw a sample of 200 respondents. Univariate, regression and mediation analyses which were carried out through SPSS 27, provided crucial insights. The extended TPB as a theory underpinning the current study, led to the discovery of the following key findings: the independent variables (attitude towards sustainable fish products, subjective norm, perceived behavioural control, moral attitude, environmental concern, health consciousness, subjective knowledge and objective knowledge) predict intention to purchase sustainable fish products when they are all together. However, other than attitude towards sustainable fish products, no variable on its own is significant predictor of intention to buy sustainable fish products. Therefore, other than improving attitudes towards sustainable fish products, marketers cannot focus on one specific variable to increase sustainable fish consumption. All variables need to be addressed to achieve the desired behaviour of sustainable fish consumption. Recommendations are provided to social & green marketers to do this.


Masters Degree. University of KwaZulu-Natal, Pietermaritzburg.