Impact of underlying psychometric attitudes on fish consumption: an exploratory research in Modern Metropolitan Lima, Peru

Even though Peruvian fishing industry is a key component of its economy, fish consumption is under the appropriate dietary intake levels. Given the current status, it is relevant to identify the factors that propitiate higher fish consumption levels. Thus, this research assessed the effects of underlying psychometric attitudes, such as fish consumption experience and taste preferences among others, over the probability of eating fish at the recommended level of twice a week in Modern Metropolitan Lima, Peru. A latent-variable-based instrument on validated 5 points Likert scales was applied to a stratified random sample of 159 Modern Metropolitan Lima fish consumers. An ordered logistic regression was used to analyze the marginal probabilities of Peruvian individuals that consume fish twice a week or less. The results showed that underlying psychometric variables as taste preferences and past experience contributed significantly to the probability of eating fish at a recommended level. Contrarily, it was found that perceived health benefits of eating fish, and demographic control variables did not have any impact on fish consumption frequency. Outcomes may have insightful implications on promotion, marketing and sales of fish in Peru, particularly to the "positive" fish consumers, who consume fish more frequently in Modern Metropolitan Lima.