Determinants of Fish Consumption in Kerala: Insights from High Frequency Consumers

Abstract

Kerala, the southernmost state of India, has one of the highest fish consumption levels in the country. This study examined the level of fish consumption and the key determinants influencing purchase and consumption behaviour. A household survey of 399 consumers conducted in 2020 estimated a high per capita fish consumption of 2.94 kg per month, with fish consumed at high frequency of 2–3 times per week. Using a TRANSREG regression approach, the study identified fish price as the most influential determinant, indicating that rising prices are a major barrier to sustained consumption. Sensory perception emerged as the next most influential factor, highlighting the growing importance of quality related attributes in consumer choice. The source of fish (marine vs. freshwater), availability of preferred fish, and perceived safety also significantly influenced consumption levels. Together, quality- and convenience-related factors accounted for a substantial share of the variation in monthly fish consumption, signaling a gradual shift away from purely price- or tradition-driven choices. The findings raise concerns about the long-term ability of consumers to maintain current consumption levels amid rising prices and point to potential disruptions in traditional fish marketing systems. The study provides evidence-based inputs for policymakers and stakeholders to support sustainable fish marketing and food and nutrition security in high fish-consuming regions.