ABSTRACT
The government is implementing fish consumption programs to overcome malnutrition in society and improve health and public welfare. This study aims to examine the antecedent factors that influence consumer intentions toward increased fish consumption, through the perspective theory of planned behaviour model (TPB) and the role of consumer confidence. An online questionnaire was distributed to 200 participants in the DKI Jakarta area, aged 25–60 years, through purposive sampling. The analysis was performed using stepwise regression analysis to test the strength of five hypotheses of the variable relationships in the model. The results showed that attitude and perceived consumer effectiveness had a direct and positive influence toward intentions to increase fish consumption. Confidence only affects attitudes toward consumer intentions, while perceived availability and subjective norms did not significantly influence intentions toward increased fish consumption.
