Exploring Factors Affecting Intention to Consume Fish in Jordan

Purpose: This study aims to exploring factors affecting intention to consume fish in Jordan. Theoretical framework: Fish consumption is one of important topics in the national economy, so the current study examine how price, product, promotion, place, and health concern effect on intention to consume fish. Design/ Methodology / Approach: A descriptive approach and regression analysis was utilize to test the study’s hypotheses, and 208 questionnaires were analyzed. Findings: Results revealed a significant effect of product promotion, place and health concern on fish consumption intention in Jordan. While price have no impact on intention to consume fish. Research, Practical & Social implications: the study recommended more studies covers different region in Jordan, taking into consideration other variables that could concern the Jordanian customers. Originality / value: This study one of paucity studies in Jordan environment focus on the factors that affect fish consumption, also set of suggestions for the subsequent research works also was listed at the end of this study