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Authors:  Junaidi 1 ; Desi Ilona 2 ;  Zaitul 3 and Harfiandri Damanhuri 1

Affiliations: 1 Faculty of Fisheries and Marine, Universitas Bung Hatta, Indonesia ; 2 Faculty of Economic, Universitas Putra Indonesia YPTK, Padang, Indonesia, Indonesia ; 3 Faculty of Economic, Universitas Bung Hatta, Indonesia

Keyword(s): Theory Of Plan Behaviour, Consumption Behaviour.

Abstract: This research investigate the role of an intention to consume fish as mediating variables between six variables (three variables from theory of plan behaviour and others from (Tomic, Matulic, and Jelic 2016). Theory of plan behaviour is applied to understand the phenomena’s. The data is analysed using the structural equation model (SEM). The finding show that an intention to consume fish is succeeding in mediating relationship between attitude toward fish consumption and consumption behaviour. However, the effect of other variables (subjective norm, perceived behavioural control, healthy, availability and responsibility) on consumption behaviour is not successfully mediated by an intention to consume fish. This study has theoretical and practical implication and they are discussed in this paper.

CC BY-NC-ND 4.0

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Paper citation in several formats:
Junaidi.; Ilona, D.; Zaitul. and Damanhuri, H. (2020). Testing the Role of Fish Consumption Intention as Mediator. In Proceedings of the Second International Conference on Science, Engineering and Technology - ICoSET; ISBN 978-989-758-463-3, SciTePress, pages 90-97. DOI: 10.5220/0009120600900097

@conference{icoset20,
author={Junaidi. and Desi Ilona. and Zaitul. and Harfiandri Damanhuri.},
title={Testing the Role of Fish Consumption Intention as Mediator},
booktitle={Proceedings of the Second International Conference on Science, Engineering and Technology - ICoSET},
year={2020},
pages={90-97},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009120600900097},
isbn={978-989-758-463-3},
}

TY - CONF

JO - Proceedings of the Second International Conference on Science, Engineering and Technology - ICoSET
TI - Testing the Role of Fish Consumption Intention as Mediator
SN - 978-989-758-463-3
AU - Junaidi.
AU - Ilona, D.
AU - Zaitul.
AU - Damanhuri, H.
PY - 2020
SP - 90
EP - 97
DO - 10.5220/0009120600900097
PB - SciTePress

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