Perceived barriers to consumption of freshwater fish in Morocco

Purpose – The purpose of this paper is to examine the barriers to freshwater fish consumption in Morocco. Design/methodology/approach – The survey was conducted on 220 consumers in different food outlets (supermarkets and local fishmongers) during their purchases of fish. Only those who have already had experience of eating or handling and preparing a freshwater fish were selected for the study. Findings – According to result of factors analysis test, the low consumption of freshwater fish is linked to three factors: sensory barriers (28.54 percent), convenience barriers (22.83 percent) and quality barriers (19.65 percent). These factors explained about 71.04 percent of the total variance of the research variables. Sensory attributes constitute a major barrier for freshwater fish consumption. Most consumers revealed that freshwater fish has a muddy-earthy taste, bad texture, unpleasant appearance and with numerous bones. Not surprisingly, convenience orientation is cited as a barrier by the most respondents. They reported that freshwater fish will require more effort, time and/ or skills at different stages of the provisioning process which includes acquisition, preparation, eating and cleaning up. Quality attributes (place, freshness and knowledge about freshwater fish) has also an influence on fish’s value and acceptance. It is considered a negative characteristic of freshwater fish. Originality/value – Little is known on consumer attitude toward barriers of fish consumption in Morocco. This study is a preliminary one investigating the barriers affecting consumer purchasing decision of freshwater fish.