Consumer fish consumption preferences and contributing factors: empirical evidence from Rangpur city corporation, Bangladesh

BACKGROUND: Fish is the important source of animal protein and regarded as the second food after rice in Bangladesh. Fish consumption is influenced by consumer socioeconomic characteristics. OBJECTIVE: The specific objectives of the current study are (i) to find information on consumers' fish consumption levels; (ii) to assess the relationships between consumer's preferences and their socioeconomic characteristics; and (iii) to investigate the factors affecting consumer fish consumption. METHOD: We surveyed a total of 128 randomly selected respondents from the Rangpur city corporation (RPCC), Bangladesh in 2019 using a semi-structural questionnaire. MAIN FINDINGS: The average consumption level of fish per quarterly was 1.45 kg/person. Rui (Labeo rohita), Pangas (Pangasius), Hilsha (Tenualosa ilesha) and Tilapia (Oreochromis mossambicus) were the most frequently consumed fish species. Significant differences in consumption level were observed among the age categories, profession, gender, education, and income levels (p < 0.05). Most participants consumed fish more than once a week throughout the year and there was no seasonal impact on fish consumption. Fish consumption level was significantly and positively associated with education and income levels and negatively associated with age categories (p < 0.01). The stepwise multiple regression method elucidated 53.7% of the variance (p < 0.05) for fish consumption. CONCLUSION: Fish consumption in the RPCC is lower than the average consumption level in Bangladesh particularly for lower income people. Lack of proper knowledge on fish consumption value and high price appeared as the important barrier to increase the fish consumption.