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Considering the importance of fish consumption in provision of nutritious food for community as well as increasing per capita consumption, factors affecting the fish consumption behavior in Sari were prioritized in the present study. For this purpose, a field research was performed using a questionnaire on 266 consumers household. Beside descriptive statistical analysis by Spss₁₉ software, inferential analysis on nonparametric statistics was done. Factors which their average score was more than 3 were identified as the main factors and using the Friedman`s test with the possibility of (<0.001) prioritizing of effective factors were determined. The results showed that quality and freshness, hygiene of Store, properties and nutritional value, trust in seller, price, species, taste, availability, the size of fish and consumption convenience were respectively among the main factors which affect consumer’s behavior in Sari. The majority of consumers (93.6 %) did not have the tendency to consume packed fish (non-canned) and instead have a great interest to use fresh fish. In conclusion, planning to increase people`s awareness in recognizing fresh fish, close monitoring of fish suppliers, decreasing of production costs and prices, easing the access by establishing standard retail markets as well as public awareness regarding the fish nutritional value can be considered as approaches for planners and activists in the field of fisheries for increasing per capita consumption and social health.

Keywords: fish, Marketing, Consumer behavior, Sari

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