Main Article Content
This study aims to conduct a psychological analysis of the educating product and environmental characteristics within the freshwater fish market of Indonesia. By applying psychological frameworks and theories, we seek to gain insights into the psychological processes and mechanisms that influence consumer behaviors, attitudes, and preferences in this market context. Further this study examines how environmental factors and product attributes are taught to customers at a freshwater fish market in Subang, West Java, Indonesia. The quantitative method used in this study includes multivariate analysis. The population for this study consisted of 100 randomly selected respondents. Hypothesis testing using path analysis and concurrent tests is the data analysis technique that was used to get the findings from the test of the impact of product characteristics on purchasing decisions. We discovered that the variables relating to the product features and environmental characteristics are crucial in this sector. By conducting a psychological analysis of the educating product and environmental characteristics in the freshwater fish market of Indonesia, this study contributes to the existing body of knowledge by providing academic insights into the complex psychological processes underlying consumer behavior. The findings of this research will be valuable for businesses operating in the freshwater fish market, enabling them to make informed decisions about product education, marketing strategies, and environmental design to optimize consumer engagement and satisfaction.