The purpose of this study was to measure the effects of attitude toward fish eating, Health involvement and convenience on the relationship between fish consumption and age. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships between constructs. Results of the study demonstrated that the structural equation analysis result for the data also indicated excellent model fit. The effects of age on involvement and convenience were statistically significant. The effects of age on attitude and consumption was not statistically significant. As expected, the involvement had a significant effect on attitude and consumption. The attitude and convenience had a significant effect on consumption. The effect of involvement on convenience was not statistically significant. Moreover, the attitude, involvement and convenience played a mediating role in the relationship between consumption and age. The involvement played a mediating role in the relationship between attitude and age. The involvement played no mediating role in the relationship between convenience and age. The attitude and convenience played no mediating role in the relationship between consumption and involvement.