Introduction
Fish consumption is an important part of a healthy diet because fish provides high-quality protein, essential fatty acids, vitamins, and micronutrients that support health and help prevent non-communicable diseases. However, in many urban areas of Iran, fish consumption remains below desirable levels and is often lower than consumption of red meat and poultry. This gap between dietary recommendations and actual behavior makes it necessary to examine the determinants of household fish consumption.
Fish consumption is shaped by economic, social, cultural, sensory, and environmental factors. Income, relative price, education, household size, food preferences, awareness of nutritional benefits, cooking skills, and access to retail outlets all influence purchase and consumption decisions. Perceived barriers such as unpleasant smell, difficulty in preparation, concerns about freshness, and limited availability may reduce consumption even among households that know fish is healthy. Because these factors do not affect all consumers equally, the fish market is heterogeneous, and average-based analysis cannot fully explain consumer behavior.
This study focuses on households in Shiraz, an inland city where fish is available through distribution networks but consumption remains uneven. The research combines K-means clustering with an ordered logit model to identify distinct consumer groups and examine the factors associated with different levels of fish consumption.
Materials and Methods
The study used primary data collected through a field survey in Shiraz. A structured questionnaire was administered to households, and after screening, 428 valid observations were retained for analysis. Fish consumption was measured as an ordered categorical variable with several levels, making the ordered logit model appropriate for the second stage of analysis.
The empirical strategy had two stages. First, K-means clustering was used to segment households into homogeneous groups based on standardized indicators related to fish consumption behavior, consumer preferences, awareness, income, and barriers to consumption. The number of clusters was selected using the silhouette coefficient, which evaluates cluster separation and within-cluster similarity.
Second, an ordered logit model was estimated to analyze the determinants of fish consumption intensity. Explanatory variables included income, awareness, taste preference, health-oriented attitudes, preparation difficulty, physical access constraints, hygiene concerns, price sensitivity, education, gender, marital status, age, and place of origin. The ordered logit framework was selected because the dependent variable represented ranked consumption categories and equal distances between categories could not be assumed.
Results and Discussion
The clustering results revealed substantial heterogeneity among households. In the first segmentation, six clusters were identified with different combinations of awareness, income, consumption level, and taste orientation. One cluster included relatively informed households with moderate consumption and neutral taste orientation, while another represented highly interested consumers whose actual consumption remained low, suggesting a gap between attitude and behavior. A separate cluster consisted of high-income, high-consumption households with strong awareness and favorable taste preferences. Another cluster showed that some households were aware of the benefits of fish but still had low preference, implying that positive knowledge alone does not necessarily translate into consumption.
A second clustering exercise focused on perceived barriers to fish consumption, including price sensitivity, physical access, and health-related concerns. Four distinct groups emerged. The largest group combined multiple barriers, indicating simultaneous exposure to economic, structural, and perceptual constraints. Another group was relatively less sensitive to price but still faced access and quality concerns. A third group showed high willingness to consume fish, yet some non-price barriers remained. A fourth group was primarily price-oriented, suggesting that price remains a major determinant for a large share of households.
A third segmentation based on consumption intensity and price responsiveness showed that about two-thirds of the sample belonged to a price-sensitive, low-consumption cluster, while the remaining group consisted of higher-consuming households with low price sensitivity. The geographic distribution of the higher-consuming segment showed concentration in specific urban areas, especially in the northern part of Shiraz. This finding suggests a market opportunity for specialized retail formats and premium products in those neighborhoods.
The ordered logit results showed that income, awareness, taste preference, health orientation, and low price sensitivity had positive and statistically significant effects on the probability of belonging to higher fish consumption categories. In contrast, preparation difficulty, physical access barriers, hygiene concerns, and non-coastal origin had negative and significant effects. Age, gender, and marital status were not statistically significant, suggesting that fish consumption is shaped more by economic, cognitive, and environmental factors than by basic demographic characteristics. The model fit was satisfactory, and the parallel lines assumption was not rejected.
Conclusions
This study shows that fish consumption in Shiraz is not a uniform behavior but a heterogeneous phenomenon shaped by economic, perceptual, and environmental factors. The combination of K-means clustering and ordered logit modeling provided a richer understanding of consumer segments and the determinants of consumption intensity. The findings indicate that increasing fish consumption requires more than simple price adjustments; it requires coordinated interventions targeting supply quality, accessibility, convenience, and consumer education.
From a policy perspective, the results suggest several directions. Market segmentation should guide marketing and distribution strategies because different consumer groups respond to different incentives and constraints. Investments in modern retail outlets, cold-chain distribution, and product freshness are necessary to address access and hygiene concerns. Processed fish products such as fillets and ready-to-cook items may reduce preparation barriers and broaden demand. Educational campaigns on nutritional benefits and cooking methods can help turn positive attitudes into actual purchasing behavior. Targeted support for lower-income households may also reduce the effect of price sensitivity on consumption.
Overall, the study concludes that fish consumption behavior in Shiraz reflects the interaction of household income, awareness, sensory preferences, accessibility, and market structure. Effective policies to promote fish consumption should therefore be differentiated, segment-specific, and coordinated across production, retail, and public health systems.