Consumer Perception and Awareness of Undervalued Fish Species: A Case Study of Sri Lanka

Abstract

This thesis examined consumer perception and awareness of undervalued fish species in Sri Lanka while considering global concerns related to sustainable fisheries and food and nutritional security. The study aimed to understand how attitude, social norms and perceived behavioral control influenced intentions to purchase and consume these species, and to identify strategies to promote it. The research was guided by the Theory of Planned Behavior and used a mixed method approach, combining a systematic literature review, consumer survey and expert interviews. Survey results showed that attitude towards undervalued fish were generally positive (M=3.93), but actual behavioral intention to purchase these fish was significantly lower(M=3.43) revealing an attitude-intention gap. Multiple regression analysis demonstrated that perceive behavioral control (β = 0.53, p<0.01) and social norms (β = 0.56, p<0.05) were the strongest predictors of intention while attitude was a weaker predictor, no significant effect (β = 0.05, p>0.05). The finding also identified a need to improve awareness of range of edible fish species that are available to consumers. Expert interviews identified physical attributes, quality loss because of weak cold-chain infrastructure and negative social acceptance gaps. Opportunities for improvements highlighted developing convenience, value added products and strengthening rural fisheries. Consumers also highlighted product convenience as most important strategy. Overall, the findings suggest that interventions should prioritize practical constraints and social norms to promote the consumption of undervalued fish and support a sustainable food system in Sri Lanka.