Fish are an important component of a balanced human diet, as they can make a significant contribution to meeting the nutritional needs of people. In some countries fish represent an important share in the diet of the population, while consumption of fish in Slovenia is relatively small, even in comparison with neighbouring countries. The promotion of increased fish dietary intake is underlined in the goals of the Slovenian food policy, and there is very little research to study the dietary intake and consumption habits regarding fish in Slovenia. However, a better knowledge of consumer behaviour could be the basis for more effective promotion of fish consumption. The purpose of the master's thesis is to study the purchasing and consumption behaviour of young adults in Slovenia in relation to fish and fish products. Using the survey’s research, we also assessed the perception of the usefulness and harmfulness of fish consumption and the factors influencing this perception. Based on the obtained results, we can confirm that there is a small presence of fish in the diet of young adults in Slovenia, with an average person eating fish once a month to several times a month. Fish are eaten less often than other types of meat. Respondents are aware that they eat too little fish and show their motivation to increase consumption in the future. In the analysis of the perception of utility, the favourable nutritional composition of fish stands out, especially the content of omega-3-unsaturated fatty acids, which the respondents associate with the protective effects on cardiovascular health, but they think that farmed fishes fed with feed mixtures have not lower quality then wild ones.
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