Consumers’ Knowledge Discrepancy and Confusion in Intent to Purchase Farmed Fish Mohammed Ziaul Hoque 1 , Md. Nurul Alam 2,* 1 School of Business and Economics, UiT The Arctic University of Norway, Breivangviegn 23, 9010 Tromsø, Norway; and Finance, University of Chittagong, Bangladesh; 2 Coats Bangladesh Limited, Sagorika Road, Chittagong 4219, Bangladesh; mnaraju@rocketmail.com * Correspondence: mohammed.z.hoque@uit.no Abstract Purpose-The purpose of the paper is to examine the influence of consumers’ perceived knowledge, knowledge discrepancy, and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh. Design/methodology/approach-The samples of 498 households were selected from a stratified cluster from the Chittagong city and interviewed using a structured questionnaire. The data have been analysed using, Confirmatory Factor Analysis, and Structural Equation Modelling. Findings-The results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, the SK, OK, knowledge discrepancy, and confusion have no influences in forming consumers’ attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude toward FF and vice versa. Further, consumers’ OK affects their confusion adversely although it does not influence the purchase intention significantly. Practical implications-If the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers’ attitude and purchase intention regarding FF will be signified. Originality/value-This is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confuse consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining purchase intention of FF would be a supplementary addition. Keywords Farmed Fish, Knowledge, Confusion, Purchase Intention, Emerging Market, Bangladesh. 1.0 Introduction Past couple of decades are marked by an upward trend in the consumption of fishes because of their nutritional value and dietary features. Keeping pace with this trend, an alternative fish farming method other than wild caught has been becoming a good substitute to meet the excessive demand for fish. Given its health value, farmed fishes (FF) also contain less contamination such as mercury, levels of cobalt, copper, and cadmium than do contain those of wild (Claret et al., 2014). Hence, the immense need for aquaculture to meet the demand for fish supply is urged from different actors of the community. However, currently, an increase in socio-environmental conflicts in relation to finfish aquaculture is reported (Ertör and Ortega-cerdà, 2015). Thus, consumers are worried about the environmental justice, a claim which can be justified by the use of best available techniques and practices including usage of closed containers instead of open cages, sustainable sourcing of feed, labeling and monitoring systems, and an even, transparent and participatory governance (Liu, Olaussen and Skonhoft, 2011). Additionally, literature recommends that consumers do not hold a conservative attitude to aquaculture, rather they do acknowledge the significance of aquaculture in alleviating the recent stagnation of fish supply (Ertör and Ortega-cerdà, 2015).