Sushi trend: An extended TPB model to understand consumers’ intention to eat sushi

Sushi consumption has increased rapidly in European countries. The aim of this paper is to identify the factors influencing the intention to eat sushi. Data were collected using a questionnaire based on the extended Theory of Planned Behavior with a Croatian sample of sushi consumers (n = 517). Multiple linear regression was used to analyze the relationships between the TPB constructs. Consumer attitude had the greatest influence on intention to eat sushi, while subjective norms and innovativeness also had a positive and significant effect. Therefore, promoting sushi as a healthy, innovative, and tasty food is likely to increase its consumption.