Preferences and Intentions of Seafood Consumers in Oman: An Empirical Analysis

This study examines the influence of product attributes and socio-economic, demographic, cultural, psychological, and market-related factors on “preferences” and “intention” of seafood consumers in Oman using the classical economic choice theory, the theory of planned behavior (TPB), and their hybrid form. Primary data were collected using questionnaires administered through online and face-to-face survey. A total of 906 responses were received from the online (N = 778), hypermarkets (N = 93), and fish market (N = 35) sources. Descriptive and empirical analyses were performed to the survey data. Findings from the preference model suggest that nationality, habit, freshness (perceived as quality), taste, household size, income, and education are significantly influencing the purchasing frequency of seafood. While consumer attitudes and control beliefs (i.e., facilitating conditions) are significant in the intention model, the hybrid model identifies additional significant variables such as past and current consumption behavior that influence consumers’ intention of seafood purchase. The findings will enable seafood firms and the concerned authorities to formulate appropriate management and marketing strategies.