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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 aim of the present study is to evaluate the amount of tilapia fish consumption and the relationship between its consumption amount and some demographic characteristics Such as gender, age, occupation, education, marital status, occupation, number of household members and income.
Methods: The statistical population of this research is the whole country. A questionnaire was designed and sent to people electronically through virtual space. Correlation tests were used to evaluate the number of fish 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 and demographic characteristics.
Findings: The results showed that Most of the female respondents are married, aged 20 to 35, employed and have bachelor's and master's degrees. Most of them are employees and earn between 3 and 6 million tomans. It was also found that most households (54%) buy fish up to 20 times a year. The average number of times of buying fish per year by the households of the consumption community was 45 times. Most households in the consumer society buy 2 kg of fish each time they buy. The number of households that consume more than 10 kg of fish per purchase was 3.3%. According to the obtained information, the average amount of fish per purchase was calculated to be 8 kg. The per capita consumption of tilapia in households consuming this fish was 4.2 kg.