Behavior modification process on raw fish consumption in Chi Thuan sub-district , Khuang-Nai district, Ubon Ratchathani province, Thailand

Abstract

The purposes of the research were to assess behavior of raw fish consumption among people in Chi
Thuan sub-district and review the behavior modification programs. Total 355 participants were recruited by simple
random sampling. Opisthorchis viverrini was inspected by modified kato thick smear. Demographic data were
described by descriptive statistics. Paired t-test was applied to analyze the belief and consumption behavior. The
results showed that majority of people consumed raw fishes (97.46%), fermented fishes (100%), raw fish Larb
salad (93.93%), raw sour-fermented fishes (90.46%), raw fish Koi salad (84.93%), raw sour-fermented fishes
(84.68%), and sour-fermented spawns (77.45%). Most of them were adults and elderly. Local people were at
moderate level in consuming raw fishes with accurate methods. They assumed that Larb or Koi salad of raw fishes
could gain better delicacy compared with well-cooked fishes and washing fish flesh with hot water for two times
could destroy eggs of parasites. Behavior modification programs on consumption of raw fishes was carried out
through contests on fish food safety, raw-fish-free merit-making ceremonies, campaigns on clean water sources
for fishes, inspecting of parasite eggs in stool specimens, and health education among school children,
adolescents, housewives, papaya salad shops and risk groups. Assessment after the behavior modification
programs showed that raw fish consumption was decreased in all types of menu significantly (p-value < 0.001)
and more people significantly perceived the appropriate method of raw fish consumption (p-value < 0.001).
Prevalences of O. viverrini before and after the programs were 17.8% and 1.37% respectively.