Purpose: This study aims to uncover the behavioral segmentation variables that differentiate the problems relating to adoption barriers to fish in-home consumption, which can be used when designing an effective and efficient community education program. Design/methodology/approach: The study...

In general, consumers have very little knowledge about production methods employed in the fish sector, and this lack of information contributes to skepticism and confusion when they choose and purchase fish. In our study, we tested the effect of beliefs and objective and subjective knowledge on...