Journal of Scientific Research and Reports

Fish is an important component of diets in eastern India, but sustainable consumption depends not only on nutritional awareness but also on preferences, affordability, availability, and purchasing behaviour. The present study analysed fish consumption behaviour, preferences, and sustainability awareness among university students enrolled in the Faculty of Fishery Sciences, West Bengal University of Animal and Fishery Sciences (WBUAFS), Kolkata. Primary data were collected from 120 students using a structured interview schedule, and the data were analysed using descriptive statistics, chi-square tests, and Garrett ranking techniques. The findings revealed that fish consumption behaviour was strongly influenced by taste, ease of preparation, cultural familiarity, price, and availability. Freshwater fishes such as rohu, catla, and mrigal, along with marine species like hilsa, prawn, and pomfret, were highly preferred. Although students demonstrated a high level of awareness regarding the nutritional benefits of fish, awareness related to sustainable fish consumption was moderate. Willingness to shift towards sustainably sourced fish and willingness to pay a premium for quality fish were observed but remained constrained by affordability and accessibility. The study highlights a noticeable gap between awareness and actual sustainable consumption practices among educated youth.