The objective of this research was to use the technique of Exploratory Factor Analysis (EFA) for the adequacy of a tool for the assessment of fish consumption and the characteristics involved in this process. Data were collected during a campaign to encourage fish consumption in Brazil with the voluntarily participation of members of a university community. An assessment instrument consisting of multiple-choice questions and a five-point Likert scale was designed and used to measure the importance of certain attributes that influence the choice and consumption of fish. This study sample was composed of of 224 individuals, the majority were women (65.6%). With regard to the frequency of fish consumption, 37.67% of the volunteers interviewed said they consume the product two or three times a month, and 29.6% once a week. The Exploratory Factor Analysis (EFA) was used to group the variables; the extraction was made using the principal components and the rotation using the Quartimax method. The results show clusters in two main constructs, quality and consumption with Cronbach Alpha coefficients of 0.75 and 0.69, respectively, indicating good internal consistency.33199106Alves, A.L.S., Padrão alimentar de mulheres adultas (2006) Revista De Saúde Pública, 40 (5), pp. 865-873. , PMid:17301909Anastasi, A., Urbina, S., (2000) Testagem Psicológica, p. 575. , 7. ed. Porto Alegre: ArtMedBlank, L., Community based lifestyle interventions: Changing behaviour and improving health (2007) Public Health Nutrition, 29 (3), pp. 236-245. , http://dx.doi.org/10.1093/pubmed/fdm041, PMid:17601764(2010), http://www.mpa.gov.br/mpa/seap/html/Comercializacao/semana_do_peixe_int2 009.html, BRASIL. Ministério da Pesca e Aquicultura. A campanha vai ressaltar os benefícios do consumo de pescado e o seu prepare MPA, 2010a. 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