Using Theory to Identify Beliefs Associated with Intentions to Follow Fish Consumption Advisories Among Anglers Living in the Great Lakes Region

Fish consumption advisories are issued by states, tribes, and federal agencies to provide guidance to consumers about eating sport‐caught fish potentially affected by chemical contaminants. Previous work has found that while anglers report being aware that advisories are available, awareness and use of specific advisory recommendations is low. This study uses the Integrative Model of Behavioral Prediction (IMBP) to identify beliefs with potential to increase intentions to follow fish consumption advisories in Great Lakes states. We conducted a mail survey of 1,712 licensed anglers in seven of eight Great Lakes states (excluding Ohio) to gauge advisory awareness, cognitive factors influencing fish consumption behaviors (informed by the IMBP), and sociodemographic characteristics. Results show that most anglers reported being generally or vaguely aware of fish consumption advisories and try to follow them, but far fewer report being aware of specific advice needed to decide whether or not to consume different types of sport‐caught fish. Informed by the IMBP, we also identify several behavioral, normative, and control beliefs that have sufficient room to change, strong associations with intentions to follow the advisories, and potential to be modified if targeted with strategic risk messages. Targeting these beliefs with strategic communication holds potential to increase the proportion of anglers intending to follow fish consumption advisory recommendations in choosing which fish to eat.