| Summary: | The purpose of this study is to apply the conceptual framework of the theory of planned behavior (TPB) to explain the consumption of sustainable produced fish in Sweden. We seek to understand the moderating role of food product involvement and environmental awareness as extensions of traditional constructs such as attitudes, social norms, and perceived behavioral control. The data were derived from a representative sample of 2154 Swedish consumers. Structural equation modeling was applied to test the relationships between constructs and evaluate the reliability and the validity of the constructs. Attitudes had a significantly positive effect on intention to consume fish in general and sustainably produced fish in particular. Social norms had significantly positive effect on intention to consume fish in general, but no effect on intention to consume sustainably produced fish. Behavioral control had no effect on behavioral intention. Interestingly, involvement negatively moderated the effect of attitudes on both intention to consume more fish and to consume more sustainably produced fish. Environmental awareness also negatively moderated the effect of attitudes on intention to consume more sustainably produced fish. It seems that attempts to create food product involvement and environmental awareness among consumers may have the opposite effect—a boomerang effect—than what conventional wisdom and much of the research on fish consumption indicates. Theoretical and practical implications of the findings are discussed.
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