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

Jaynab Begum Yousuf, Shekar Bose*, Hemesiri Kotagama, Houcine Boughanmi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)175-203
Number of pages29
JournalJournal of International Food and Agribusiness Marketing
Issue number2
Publication statusPublished - Apr 3 2019


  • Oman
  • Seafood consumption
  • choice model
  • choice theory and planned behavior
  • consumer preferences and intention

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


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