Are there barriers to the intention of fish consumption in restaurants? Insights from Türkiye using an extension of the Theory of Planned Behaviour

Abstract This paper examines the parallel mediating roles of attitude, subjective norms, and perceived behavioral control in the effect of perceived barriers on the intention to consume fish in restaurants. The study examines restaurant customers’ intentions regarding fish consumption within the Theory of Planned Behaviour (TPB) framework. The study also used the relational survey model framework, a quantitative research design frequently used in social sciences. The study included 529 restaurant customers from seven cities that were randomly selected from seven different regions of Türkiye. The data were analysed with SPSS and PROCESS macros. The study determined that perceived barriers, attitudes, subjective norms, and perceived behavioral control were related to the intention to consume fish, and that attitudes, subjective norms, and perceived behavioural control significantly mediated the relationship between perceived barriers and intention of fish consumption.