Purpose: Blue food is the subject of global attention. This study investigated perceptions of consumers’ regarding nutrition, hygiene and safety aspects of fish and shellfish based on purchasing and consumption patterns. Methods: The main online survey was performed on November 30 to December 2, 2022, with 250 adults selected by a random sampling method. The sample comprised people who were the major grocery shoppers in their households. Statistical analyses, such as descriptive statistics, factor analysis, correlation, t-test and one-way ANOVA were performed on the collected data. Results: First, the study respondents perceived fish and shellfish as having high nutritional value (4.05/5), convenient (3.67/5), hygienic (3.65/5) and safe (3.64/5) food. Second, their perception of fish and shellfish as nutritious food was associated with gender, age, marital status, family size, number of underage children, and average monthly household income, while their perception of the safety of fish and shellfish was related to gender, age, and marital status. Third, the higher their purchasing frequency, and the higher their fish and shellfish consumption, the higher their perception of these food as nutritionally valuable. Additionally, consumers who purchased fish and shellfish in fresh form had a higher perception of its nutritional value and hygiene management. Consumers who perceived the hygiene management of fish and shellfish to be good showed a higher purchasing frequency. On the other hand, those with higher safety concerns displayed a lower purchasing frequency. Consumers who consumed fish and shellfish at home expressed higher safety concerns. Conclusion: This is the first study to determine the factors that affect consumer perceptions regarding fish and shellfish and specifically covered nutrition, hygiene, and safety aspects. This data is very valuable as a base for the government to develop strategies to promote the consumption of fish and shellfish, while it also provides marketing information for the blue food industry.