Drivers of prawn (Macrobrachium Rosenbergii) purchase intention in Bangladesh mediated by consumer attitude

This study investigated the factors that influence Bangladeshi consumers' purchase intention for freshwater prawn, with a focus on the mediating function of consumer attitude. Previous studies pay attention to the direct influencers (e.g. price, safety, and sustainability) of seafood consumption, with little emphasis on psychological mechanisms and quality attributes. To fill this gap, the study draws on consumer behavior theory and analyzes data collected from 386 interviews by using exploratory and confirmatory factor analyses alongside partial least squares structural equation modeling. The exploratory factors identified four key constructs, with freshness demonstrating the maximum factor loading (0.910), followed by size (0.868), consumption motivations (0.862), and past experience (0.822). The structural model confirmed that all the factors significantly increase purchase intention, both directly and through the mediating role of attitude. Among these factors, freshness had a stronger direct influence on attitude (beta = 0.241, t = 4.628, p < .001) and purchase intention (beta = 0.165, t = 3.252, p = .001) than other factors. Consumer attitudes, however, mediated these effects, amplifying the influence of product evaluations on purchase intention.