Fish consumption in the context of restaurants: An examination on Planned Behavior Theory and food neophobia

In this study, the planned behavioral theory was taken as a conceptual framework and the food neophobia variable was also added to the three main independent variables of the theory. Based on these variables; the effects of the food neophobia, attitude towards fish consumption, subjective norm and perceived behavioral control (PBC) variables on the intentions of the fish consumers in the restaurant were tried to be explained. It was also investigated whether the food neophobia variable had a significant moderator effect in the relationship between variables of attitude towards fish consumption and intention to consume fish in the restaurant. In the study conducted in Antalya province, the final measurement survey was obtained from the relevant literature and adapted for the purpose of the study as a data collection tool. A total of 517 subjects participated in the survey. With the data obtained, the validity and reliability of measurement instruments were verified by checking with appropriate analysis. The exploratory factor analysis (EFA) method was used to determine the factor structure and sub-dimensions of the scale, and the confirmatory factor analysis (CFA) method was used to confirm the determined factor structure. Finally, Cronbach Alpha (α) analysis method, which is one of the frequently used methods for this purpose, was used to verify the validity and reliability of the measurement survey, and regression analysis was used to test the hypotheses considered in the study. According to the result of regression analysis, the attitude towards fish consumption, subjective norm and PBC variables have positive and significant effects on participants' intentions to consume fish in the restaurant while it was found that the food neophobia variable has a negative and significant effect. In addition, it was determined that the food neophobia variable had a negative and significant moderating effect in the relationship between variables of attitude towards fish consumption and intention to consume fish in the restaurant. As a result of these findings, the five hypotheses considered in the study were supported. Based on the results of the study, it can be stated that the planned behavioral theory can be used efficiently in explaining the intention of consuming fish in the restaurant and can be extended with the variable of food neophobia. Keywords: Food Neophobia, Planned Behavior Theory, Fish Consumption, Intention to Consume Fish in Restaurant