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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.

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Aims: The purpose of this research was to evaluate the consumer’s behavior of farmed carp in the north of Iran (Golestan, Mazandaran and Gilan province). Method: After defining the assumptions and designing the analytical-conceptual model based on the theory of planned behavior, a suitable questionnaire was developed and completed by the statistical community. In order to evaluate the intensity of the relationship between the research variables and the model elements, as well as to check the acceptance or non-acceptance of the assumptions, the structural equation modeling method (SEM) was used. Findings: Per capita fish consumption of farmed carp consumers is 5.3 kg. Of this amount, 400 grams are canned, 600 grams are consumed in restaurants and outside the home, and 2.5 kg are consumed at home. Per capita consumption of their farmed carp is 1.4 kg, so half of their consumption is from other fish.In this research, all hypotheses were confirmed, In this way, the effect of perceived usefulness, perceived risk and quality on attitude, the effect of normative beliefs, moral obligation and household income on subjective norms, the effect of control power, control belief, experimental records, advertising and education on the perceived behavior control, the effect of attitude, subjective norms and perceived behavior control on the decision to buy farmed carp and the effect of the decision to buy and perceived behavior control on the final behavior were reported to be significant (p<0.05). The values of the effect coefficients showed that the most effective variable on the attitude, subjective norms and perceived behavior control, is quality (with an effect coefficient of 0.46), income (with an effect coefficient of 0.44) and experience records (with an effect coefficient of 0.37), respectively. Also, among the three main elements of the model, the attitude had the greatest effect on the decision to buy and consume farmed carp (with an effect coefficient of 0.48).