Abstract:
Consumers are one of the major stakeholders in the market economy. The mindset, perception, and desire of consumers toward a product will substantially affect the sales volume of the item. The present study aims to investigate the consumers’ awareness of fishery by-products, identifying and examining possible linkages between consumer characteristics and consumer awareness. The phrases "value-added products" and "co-products" could be used in place of the phrase “by-products”. The survey was carried out in Matugama area in Kaluthara district, Sri Lanka for one month. An extensive survey was carried out among 150 fish consumers. The convenient method was used to collect the data. The sample consisted of 54% female and 46% male consumers. Most consumers (70%) stated that fish is an important part of their diet. The overall findings explained that the consumers are aware of a fishery by-product as the mean value (3.17) is above the midpoint of three. Also, the results revealed that consumers have positive attitudes towards fishery by-products, as the mean is 3.21. According to the Beta coefficient value of 0.289 in multiple regression, consumer awareness positively impacts consumer attitude. According to the chi-square results, education level has a significant association with consumer awareness of fishery by-products (p<0.05), and there is no significant association between gender and income level with consumer awareness (p=0.778 and p=0.424, respectively). To develop consumer awareness and attitudes, public awareness projects must be carried out, and the government should set up a system to certify the quality and safety of value-added products. This approach accommodates scientists, governors, and policy-makers to identify consumer behaviour on future implications.
