Consumer preferences for continued purchase intention of farmed major and exotic carp in Bangladesh

The majority of the fish consumed in Bangladesh originates from aquaculture, mostly because of consumer preferences about major and exotic carp. The study, therefore, aims to identify the factors influencing consistent buying decisions of farmed major and exotic carp in Bangladesh. The study used 300 completed samples which have been collected using a structured questionnaire from different local fish markets of two metropolitan cities; Dhaka and Barishal. Using theory of planned behavior model, the study investigates the relationships between various constructs such as trust, consumer attitudes, subjective norms, perceived control, intentions to buy, and continuity to buy. Descriptive statistics illuminated that major carp was preferred over exotic one, with a notable predilection for purchasing 1–2 kg of fish per transaction. The results also showed that older, male, and higher-income respondents had a higher propensity to purchase major carp, while younger, less affluent consumers tended to opt for exotic carp. The findings suggest that continuity of buying behavior is significantly influenced by buying intention backed by perceived control, subjective norms and trust. In order to correctly understand consumer behavior and make contributions to the industry, stakeholders participating in the aquaculture supply chain may benefit from taking the study’s findings into consideration.