<![CDATA[Fish consumption reflects affordability, product-quality cues, and market context, yet purchasing orientations have rarely been assessed alongside demographic and attitudinal correlates of ordered consumption frequency in Indonesian online samples. This study aimed to describe fish preferences and examine adjusted associations with weekly fish-consumption frequency. An exploratory cross-sectional survey recruited 200 adults through voluntary online participation in Indonesia (October 7–22, 2025). Internal consistency was assessed using item–rest correlations and Cronbach’s alpha ( ); purchasing indicators were summarized by parallel analysis and varimax-rotated principal component analysis; associations were estimated using partial proportional-odds regression. Fresh fish (95.0%) and traditional markets (91.5%) predominated. Health and sociocultural item sets had alpha values of 0.819 and 0.713, versus 0.348 for pooled purchasing items. Rural residence (OR = 2.06; 95% CI: 1.09–3.87) and quality-local orientation (OR = 1.74; 95% CI: 1.23–2.47) were positively associated with higher consumption-frequency categories; price-promotion sensitivity was inversely associated (OR = 0.63; 95% CI: 0.46–0.85). The associations were directionally stable in sensitivity analyses. These findings suggest that quality-local attributes, affordability orientation, and residential market context warrant joint investigation. The nonprobability sample and cross-sectional design preclude population or causal inference.]]>
Copyrights © 2026
