---

The purpose of this study is to evaluate the purchase amount of shrimp in the market and the relationship between consumption amount and some of demographic characteristics. The statistical population of this study is the whole country that 10 cities including Mashhad, Tehran, Tabriz, Birjand, Kermanshah, Gorgan, Yazd, Bandar Abbas, Ilam and Shiraz were randomly selected and a total 1000 questionnaires were completed by citizens proportionate to the household population of the studied cities. In order to evaluate the number of shrimp purchases per year as well as the amount of each purchase, from the output of SPSS software and to investigate the existence of a significant relationship between consumption amount and demographic characteristics, correlation tests were used. According to the results the number of times shrimp were bought by the household varied from one to twelve times a year (average 1.71±1.11). 44.2% of households of the consumption society bought shrimp once a year and 28.6% of them bought shrimp twice a year. It was further found that the amount of shrimp purchased by household varies from 0.5 to 2 kg per purchase (average 0.92±0.26 kg). while 76.3% of households of the consumption society purchase one kilogram of shrimp in per purchase. According to the findings, consumption amount had no significant relationship with the age, job and field of study variables (p>0.05). But the relationship between this index with the education level and number of household members variables was significant (p<0.05).  

---

The current study was conducted to identify the factors affecting the consumption of fishery products by households in Shiraz. All households of Shiraz city were the research population which 381 of them were randomly selected using simple random sampling method. The face validity and reliability of the questionnaire were confirmed by a pilot study among 30 households of Neyriz Fars, respectively (Cronbach's alpha coefficients were computed between 0.62 and 0.83). The results of path analysis indicated that the households` income, the education level of the households` head, hygiene issues and awareness of fisheries products` benefits had a direct, positive and significant effect on the amount of fisheries products consumption by households. Also, the households’ income and hygiene issues had an indirect and positive effect on household attitudes toward fisheries products and then on the amount of consumption of these products through the mediator variables of awareness of fisheries products` benefits, sensory indicators and preference to buy from the direct market of fisheries. Moreover, the direct effect of awareness of the fisheries products` benefits, it had also an indirect and positive effect on the amount of fisheries products consumption by households through the mediator variables of market preference and attitudes toward fisheries products consumption. Finally, the study suggested that the media could play an effective role on modifying the households` attitude toward fisheries products consumption by educating different types of fish cooking methods as well as improving their awareness regarding the fisheries products` benefits.