Theory of planned behavior and nutritional information predict fish consumption intention among Indonesian Generation Z students regardless of geographic origin

Despite being a maritime country, Indonesia’s fish consumption remains relatively low. Demographic background, such as growing up in coastal versus mountainous areas, may shape dietary habits through intergenerational socialization and differences in food access. This study investigated Generation Z students’ intention to consume fish by applying the Theory of Planned Behavior (TPB) and examining whether geographic origin moderates the TPB, intention relationship.

Using a pretest–posttest experimental design, 672 Brawijaya University students (aged 18–23 years) were recruited and categorized into coastal and mountainous groups, then randomly assigned to control and experimental conditions. Both groups received fish-based snacks, while only the experimental group received additional nutritional information. Multiple regression analyses showed that attitude, subjective norms, and perceived behavioral control significantly predicted intention to consume fish across groups.

Fish consumption intentions were found to be significantly explained by the Theory of Planned Behavior (TPB) model, both partially and simultaneously. At the individual level, subjective norm emerged as the strongest predictor of Gen Z’s intention to consume fish. However, geographic origin did not show a significant effect on TPB variables. Further analysis using paired-sample t-tests indicated a significant increase in consumption intentions from pre-test to post-test in both the experimental and control groups. Notably, the largest increase was observed among participants from coastal areas who received additional nutritional information.

These findings suggest that psychological determinants proposed by TPB play a more central role than demographic origin in shaping fish consumption intention among Gen Z. Public health interventions should therefore emphasize normative influence and positive attitudes while integrating brief nutritional messaging with youth-oriented and digitally engaging strategies to promote healthier dietary choices.