Shelling Out Insights: Understanding the Consumer Preferences and Buying Behavior for Oysters (Crassostrea iredalei) in Iloilo City, Philippines

Oysters significantly contribute to the aquaculture industry in the Philippines, particularly in coastal communities. This quantitative study explores consumer preferences and buying behavior to identify factors influencing oyster demand in Iloilo City. Using a structured survey distributed both online and offline, data were gathered from 116 respondents selected through multistage sampling. Descriptive statistics and multiple linear regression were employed to analyze the data. Results show that age and purchase location significantly affect oyster consumption. Older individuals tend to consume oysters more frequently, while proximity to the source increases purchase likelihood. These findings provide useful insights for oyster producers and marketers in Panay Island, highlighting the need to align marketing strategies with consumer demographics and accessibility to sustain and grow the aquaculture sector.