Consumer Profile, Preferences, and Fish Consumption Patterns in Novo Airão, Amazonas.

• DOI: https://doi.org/10.22533/at.ed.0973632628052

• Palavras-chave: Marketing. Food consumption. Fish. Food safety. Amazon.

• Keywords: Marketing. Food consumption. Fish. Food safety. Amazon.

• Abstract:

  Fish plays a fundamental role in food security and the economy in the Amazon, being widely consumed in municipalities across the region. This study aimed to characterize the socioeconomic profile of fish consumers, their purchasing habits, consumption preferences, and perceptions regarding the marketing of fish in the municipality of Novo Airão, Amazonas. The research was conducted in March 2026 through the administration of semi-structured questionnaires to 82 consumers residing in the municipality’s urban area. The results showed a predominance of female consumers, aged between 31 and 50 years, with a household income of up to two minimum wages and families consisting of up to nine people. Fish was identified as the main source of animal protein for most respondents, with a consumption frequency of three to six times per week. The most commonly consumed species were pacu, jaraqui, tucunaré, and tambaqui, purchased mainly fresh and whole. Consumer perceptions regarding the organoleptic quality and freshness of the fish were positive; however, factors such as high prices, inadequate hygiene and sanitation conditions, and limitations in the marketing infrastructure were identified as barriers to increased consumption. The results reinforce the importance of fish for the local population and highlight the need for structural and sanitary improvements in the regional production chain.