Unveiling Regional Dynamics and Factors Influencing Fish Purchase and Consumption in Odisha, India

Factors influencing fish purchase and consumption

Abstract

Despite India being a major global fish producer, per capita fish consumption remains notably low in several regions, raising concerns regarding the nutritional adequacy of diets. This study explores the factors influencing fish purchase and consumption patterns in the Cuttack and Khordha districts of Odisha, India. A comprehensive survey (n=400)
was conducted, and a trans-regression analysis was applied to identify key factors. The results reveal that fish quality, with an emphasis on freshness, taste, and texture, is the most crucial factor influencing consumer preferences in both districts. Affordability, represented by fish prices, ranked second, while dressing facilities unexpectedly held significant importance, reflecting consumer preference for convenience in fish preparation. Sociocultural factors, including local traditions and dietary customs, also played a role but were less significant compared to other factors. The study highlights a
promising trend of fish consumption exceeding recommended levels, contributing positively to nutritional goals. A comparative analysis between
regions showed variability in meat consumption, with fish standing out as a primary dietary staple. These findings underscore the need for region-specific strategies to promote sustainable fish consumption, considering both economic and socio-
cultural influences. The study contributes to the understanding of regional variations in fish consumption patterns and provides a foundation for targeted interventions to address nutritional challenges and promote sustainable dietary practices.