Abstract:
This paper aims to analyze the relationship between Supply of the fish and fish consumption using the following variables in consideration; Health, Attitude Subjective Norms, Past Experience, Supply of Fish and In tension to eat fish. For conducting this research 376 questionnaires were distributed among the fish consumers of twin cities Islamabad and Rawalpindi from the age 16 and above, from which 204 of total responses were collected. The results shows the positive relationship among the (IV’s and DV) variables considered for the research. The sample size for the data collection has 376 fish consumers of the twin cities Islamabad and Rawalpindi of Pakistan, rather results should apply to all the cities of Pakistan. This empirical study helps the Government of Pakistan, Ministry of health, Department of food authority and Maritimes, to take necessary steps in order to improve fish consumption in Pakistan and to reduce their deficiencies. The research provides more literature on fish consumption through various directions individually and collectively. Whereas this study also lighten the role of fish consumption on the relationship between Health benefits of eating fish, Attitude towards eating fish, Subjective Norms of eating fish, Past Experience of eating fish, Supply of fish and intention to eat fish.
