Citation: Kreši´ c, G.; Dujmi´ c, E.; Lonˇ cari´ c, D.; Zrnˇ ci´ c, S.; Liovi´ c, N.; Pleadin, J. Fish Consumption: Inﬂuence of Knowledge, Product Information, and Satisfaction with Product Attributes. Nutrients 2022, 14, 2691. https://doi.org/10.3390/ nu14132691 Academic Editors: Zumin Shi and Jose Lara Received: 4 May 2022 Accepted: 26 June 2022 Published: 28 June 2022 Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional afﬁl- iations. Copyright: © 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). nutrients Article Fish Consumption: Inﬂuence of Knowledge, Product Information, and Satisfaction with Product Attributes Greta Kreši´ c 1 , Elena Dujmi´ c 2 , Dina Lonˇ cari´ c 3 , Snježana Zrnˇ ci´ c 4 , Nikolina Liovi´ c 1 and Jelka Pleadin 5, * 1 Department of Food and Nutrition, Faculty of Tourism and Hospitality Management, University of Rijeka, Primorska 46, P.O. Box 97, 51410 Opatija, Croatia; greta.kresic@fthm.hr (G.K.); nikolina.liovic@fthm.hr (N.L.) 2 Center for Projects, Faculty of Tourism and Hospitality Management, University of Rijeka, Primorska 46, P.O. Box 97, 51410 Opatija, Croatia; elena.dujmic@fthm.hr 3 Department of Marketing, Faculty of Tourism and Hospitality Management, University of Rijeka, Primorska 46, P.O. Box 97, 51410 Opatija, Croatia; dinal@fthm.hr 4 Laboratory for Fish Pathology, Croatian Veterinary Institute, Savska Cesta 143, 10000 Zagreb, Croatia; zrncic@veinst.hr 5 Laboratory for Analytical Chemistry, Croatian Veterinary Institute, Savska Cesta 143, 10000 Zagreb, Croatia * Correspondence: pleadin@veinst.hr Abstract: Due to its numerous health beneﬁts, ﬁsh consumption should be strongly encouraged. Fish consumption, however, is a complex phenomenon inﬂuenced by various factors. The aim of this research is to examine the inﬂuence of knowledge, product information, and satisfaction with product attributes on ﬁsh consumption in a nationally representative sample of people responsible for food purchasing within households in Croatia (n = 977) and Italy (n = 967). Fish consumption was well predicted (R 2 = 15%) by the proposed structural model, using the partial least squares structural equation modelling method (PLS-SEM). The obtained results conﬁrm that subjective knowledge (β = 0.277, p < 0.001) and satisfaction with product attributes (β = 0.197, p < 0.001) are predictors of ﬁsh consumption. Subjective knowledge was inﬂuenced by product information (β = 0.161, p < 0.001), as well as by satisfaction with product attributes (β = 0.282, p < 0.001), while objective knowledge had an inﬂuence on product information (β = 0.194, p < 0.001). Although satisfaction with product attributes was the strongest predictor of subjective knowledge in both countries (β CRO = 0.244, β IT = 0.398), it had a greater effect among Italians (p = 0.001), while the impact of product information (β CRO = 0.210, β IT = 0.086) was more pronounced among Croatians (p = 0.010). Since the mediating role of subjective knowledge in all models was conﬁrmed, action focused on enhancing subjective knowledge should be taken to increase ﬁsh consumption. Keywords: consumer behaviour; fish consumption; PLS-SEM; product information; product attributes; subjective knowledge 1. Introduction An unhealthy diet, characterised by an excessive intake of energy-dense food and a lack of high-quality proteins and nutrient-dense food, is a growing problem in developing and developed countries, causing numerous negative health impacts. Fish consumption can contribute to correcting high-calorie and low-nutrient-dense diets [1]. Fish, as a low-energy, high-protein food, could also contribute to the intake of some essential nutrients, such as iodine, calcium, selenium, and vitamins D and A. Of particular interest are n-3 long-chain polyunsaturated fatty acids (n-3 LCPUFA) due to their anti-inﬂammatory and cardioprotective effects [2]. Consequently, regular ﬁsh consumption could reduce the burden of non-communicable diseases associated with overweight or obesity, as well as micronutrient deﬁciencies, mortality from cardiovascular disease, heart failure, and stroke [3,4]. A systematic review and meta-analysis conﬁrmed that n-3 PUFA intake via ﬁsh consumption is associated with a lower risk of depression [5]. Nutrients 2022, 14, 2691. https://doi.org/10.3390/nu14132691 https://www.mdpi.com/journal/nutrients