Fish consumption in restaurants: An investigation on planned behavior theory and food neophobia

In this study, consumers' intention to consume fish in restaurants was explored by expanding Ajzen's (1985) theory of planned behavior (TPB). The food neophobia (FN) variable was added to the variables of attitude, subjective norm (SN) and perceived behavioral control (PBC), which are the main independent variables of the TPB, and the moderator role of the variable of FN between the variables of attitude and intention to consume fish was also controlled. A questionnaire was used to reach a total of 517 participants in Antalya/T & uuml;rkiye. For the analysis of the obtained data, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and multiple linear regression analyses were performed using SPSS and Lisrel package programs. It was found that the variables of attitude, SN and PBC have a significant and positive effect on consumers' intention to consume fish in restaurants. Also, the FN variable had a significant and negative effect on consumers' intention to consume fish in restaurants. Finally, FN variable had a significant moderator effect between the variables of attitude and intention to consume fish. In short, individuals with high FN may not translate a positive attitude toward eating fish into a strong intention to consume it, while those with low neophobia may do so more effectively. FN alters the link between attitude and intention, highlighting its role in shaping fish consumption decisions. This research offers key insights for public health and the food industry. Findings can guide healthy eating campaigns, marketing strategies, product development, and efforts to promote sustainable fish consumption, while also considering the impact of social norms within behavioral economics.