Comparison of consumption model of farmed carp in urban and rural areas of the southern coastal of the Caspian Sea

Document Type : scientific research article

Authors

1 Associated Professor /Gorgan University of Agricultural Sciences & Natural Resources

2 PhD graduate, Department of Processing of Fishery Products, Faculty of Fisheries and Environment, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran

3 Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran

Abstract

Background and Objectives: This research was conducted with the aim of investigating the behavior of urban and rural consumers of farmed carp.
Materials and Methods: After determining the assumptions and presenting an analytical-conceptual model based on the planned theory, a suitable questionnaire was designed and completed by a statistical sample in 3 provinces of the coastal line of the southern Caspian Sea. Then, using structural equation modeling (SEM), the intensity of the relationship between the research variables and the structure of the model, the state of accepting or rejecting the hypotheses was investigated.
Results: The per capita consumption of fish among the consumers of farmed carp was 2.7 kg in urban and 4.6 kg in rural areas. The consumption of farmed carp was 0.5 kg in urban areas and 2.2 kg in rural areas.
Conclusion: Since urban households do not perceive health risks associated with these fish, and rural households do not feel a commitment to consumption due to family dietary habits and awareness of farming methods, it is possible to influence their subjective norms through awareness. In any case, any awareness, considering the significant impact of experiential background, control strength, and control belief on the control of rural households' behavior, which does not lead to the final decision and consumption, can, alongside other effective factors, increase the consumption of farmed carp in rural areas, which have a higher capacity for accepting these fish.

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Journal of Utilization and Cultivation of Aquatics
Volume 15, Issue 1
April 2026
Pages 61-82

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