Exploring Consumer Decision-Making and Preferences for Haor-Captured Fish in North-Eastern Bangladesh

Haor fish are one of the significant food items in Bangladeshi consumers' diets. This study aimed to explore consumers’ purchasing preferences for haor fish and interviewed 200 respondents from eleven northeastern fish markets through convenience sampling. The ordered logit model was applied to determine the factors behind consumers’ preferences. Results revealed that 58% of consumers highly preferred to buy haor fish, while 35% and 7% showed moderate and low preferences, respectively. The statement “haor fish are a great source of protein” received the highest consumer variation (1.96), while the lowest variation (0.10) was for the statement “premium quality haor fish are not sold locally.” Monthly income, expenditure on haor fish, average price of haor fish, freshness, and taste were found to affect consumer preferences significantly. On average, 77% of consumers lessened their consumption when the price increased, while 23% continued their consumption irrespective of the price rise. Despite having strong preferences for haor fish, nearly 45% of consumers’ consumption has significantly reduced above 10% from their usual level, due to the Covid-19 pandemic. However, 74% of consumers responded about the extreme use of chemical inputs, premature harvesting of fish using prohibited nets, illegal occupying of haor lands and excavation, and destroying natural sources of fish food as responsible factors for the reduced market supply of haor fish. Extension services can be provided to fisherman regarding sustainable haor fish production and restore wetland ecosystem. Also, authorized marketing agencies may arrange regular market monitoring to ensure affordable purchasing power for consumers.