Investigating the trend of fish consumer’s behavior in the villages of coastal regions of Golestan province

Behavior of fish consumers in rural households in coastal areas of Golestan province after designing a questionnaire and collecting data, statistical analysis was performed in 2020. In inferential analysis of the research, chi-square, Mann-Whitney and scoring methods were used for ranking. They per capita consumption was 14 cans and their per capita consumption was 14/7 kg. 64% of them consumed less per capita than the national average (12/1). Rutilus firisii kutum was the most popular species, but they could not afford to buy sturgeon. The reasons for their consumption were quality and freshness, cleanliness and hygiene, and interest in fish, respectively. The income group above 2/5 million Tomans had a per capita consumption increase of about 9 kg compared to the lower group. And in the purchase of fish flavor, taste, size, species, properties and nutritional value and not in danger of extinction and the desired supply of fish, fresh, frozen and canned for them was more important than the other group. All 9 factors examined in households with higher education level than diploma and those with higher per capita consumption than the national average was more important in buying fish. Under the age of 45 in shopping to flavor, taste, properties and nutritional value and in the desired supply mode, more than older ages, they paid attention to filleted and canned fish. Households that had higher per capita consumption than the country's per capita Fish consumption and with university education cared more about fresh, packaged and canned fish than anyone else. Despite the interest in fresh fish and certain species in these areas, access to them seems to be limited and income, educational, age and consumption limits are effective in the tendency to consume fishery products along with fresh fish. And the possibility of providing a market and supply of processed products, helping the economy of rural households in rural areas to increase per capita consumption.