Naslov
Sushi consumption in Croatia: An application of the Theory of Planned Behaviour

Autori
Štambuk, Marina ; Tomić Maksan, Marina ; Šimanović, Maja

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
International Food Marketing Research Symposium 2023 Proceedings / - Prag, 2023, 89-89

Skup
International Food Marketing Research Symposium 2023

Mjesto i datum
Prag, Čehoslovačka, 13.06.2023. - 15.06.2023

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Podatak o recenziji nije dostupan

Ključne riječi
sushi, consumers, theory of planned behaviour, Croatia

Sažetak
Sushi is an example of a food that, until recently, the majority of Westerners would not eat because it generally involves the consumption of raw fish and other culturally unusual ingredients such as seaweed. However, sushi has undergone a remarkable repositioning and is now widely enjoyed (House, 2018). The consumption of sushi has increased significantly since the beginning of the 21st century., as has the number of restaurants serving sushi. The growing health consciousness of consumers has encouraged the search for new foods, such as sushi. People generally consider sushi to be nutritious and healthy. Although Croatian consumers prefer local foods, they are becoming more open to global food trends. Sushi is also becoming more popular in the Croatian market. The purpose of this study was to determine the factors that influence sushi consumption intention, using the Theory of Planned Behaviour (Ajzen, 1991) as a theoretical framework. The survey was conducted with a sample of 626 Croatian respondents. The study examined the relationship between attitudes, subjective norm, perceived behavioural control and sushi intention. Statistical analsis (descriptive statistics, correlation analysis, multiple regression analysis) were performed using SPSS. The reults of the regression analysis showed that attitude, subjective norm, and perceived behavioural control explained 55.8% of the variance in sushi consumption intention. Attitude proved to be the strongest predictor of intention, while subjetive norm was slightly weaker. Perceived behavioural control did not prove to be a significant predictor of intention to eat sushi.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija)

POVEZANOST RADA