Abstract

This paper examines how positive and negative evaluations explain attitudes and their impact on behavior as well as the attitude-behavior consistence of consumers towards fish products. The author used descriptive statistics and regression analysis on a sample of 361 consumers in Khanh Hoa province to address the research objectives. The results indicate that the quality of nutrition and taste have the highest ratio in explaining positive attitudes; meanwhile the food safety quality, fish bone, bad smell, scales and dirtiness are the dominant factors explaining negative attitudes. The results also indicate that consumers with more reasons for their positive attitudes have a higher consumption behavior and a greater attitude-behavior consistence. By contrast, consumers with more reasons for their negative attitudes have a lower consumption behavior. However, the attitude-behavior relationship is not affected by the amount of negative reasons. These findings are important to the fish businesses in increasing the purchase rates of consumers.