• KHALID JAVED IQBAL

• ARSHAD JAVID

• NOOR KHAN

• IRFAN BABOO

• AHMED ALI

• KASHAF MOHSIN

• AZRA ANWER

• USMAN ATIQUE

• MUHAMMAD ALTAF

• DILAWAR HUSSAIN

• ASMA CHAUDHRY

Abstract

Health consciousness is becoming an imperative factor driving the intentions of people towards fish consumption due to its healthy and nutritious characteristics. So, a simulated research was designed to study consumer‘s attitude towards Wild-caught fish and Farm-raised fish in district Bahawalpur, Punjab province, Pakistan. By using consumer‘s survey data, analysis techniques were carried out to achieve attitude measurement for a set of scales. Significant percentage effects were found with age, profession and education of fish consumers. Percentage of those fish consumers found to be higher which were with age of <25 (43%), master passed (40%), students (49%). Quality, quantity and effectiveness of fish consumption were also found to cause a considerable difference across consumer‘s attitude. Based on type of meat, quantity and effectiveness of fish consumption, corresponding percentage of consumers was 9.5%, 30.5% (3kg per year) and 82.5%. Finally, Consumer interests in food safety and to prefer fish food seasonally have also shown significant percentage effects on consumer‘s attitudes towards fish consumption

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