Consumer beliefs regarding farmed versus wild fish.
Aquaculture is a food-producing activity, alternative to traditional extractive fishing, which still acts as a reference for most consumers. The main objective of the present paper was to study which consumer beliefs, regarding farmed versus wild fish, hinder the potential development of the aquaculture sector. To achieve this purpose the study was organized into two complementary steps: a qualitative approach (focus groups) aimed at assessing consumer perception about wild and farmed fish and to identify the salient beliefs that differentiate them; and a quantitative approach (survey by means of a questionnaire) to validate the results obtained in the focus group discussions over a representative sample of participants (n = 919). Results showed that participants perceive clear differences between farmed and wild fish. Although no significant differences between both kinds of fish were detected on safety, in general farmed fish was perceived to be less affected by marine pollution, heavy metals and parasites. In the contrary, wild fish was considered to have healthier feeding, to contain fewer antibiotics and to be fresher, healthier, less handled and more natural. Beliefs related to quality were in favour of wild fish, while those related to availability and price were in favour of farmed fish. Significant differences were observed in the perception of both kinds of fish depending on the consumers' objective knowledge about fish, on the level of education, age and gender and on the three segments of consumers identified: "Traditional/Conservative", "Connoisseur", "Open to aquaculture". The results provided could play an important role when planning and designing efficient marketing strategies for promoting farmed fish by adapting the information provided to the perception of each segment of consumers identified by the present study.
IRTA-Food Technology, XaRTA. Finca Camps i Armet, E-17121 Monells, Spain.
Anna
A
Claret
IRTA-Food Technology, XaRTA. Finca Camps i Armet, E-17121 Monells, Spain. Electronic address: lluis.guerrero@irta.es.
Luis
L
Guerrero
ULPGC-Universidad de las Palmas de Gran Canaria, Instituto Universitario de Sanidad Animal y Seguridad Alimentaria, Dept. Acuicultura y Genética Marina. Trasmontaña s/n, E-35413 Arucas, Las Palmas, Spain.
Rafael
R
Ginés
LIMIA-Laboratorio de Investigaciones Marinas y Acuicultura. Govern de les Illes Balears. Av. Eng. Gabriel Roca 69, E-07158 Port d'Andratx, Mallorca, Spain.
Amàlia
A
Grau
IMIDA-Acuicultura. Ctra. del Puerto s/n, P.O. Box 65, E-30740 San Pedro de Pinatar, Murcia, Spain.
M Dolores
MD
Hernández
AGAPA-Agencia de Gestión Agraria y Pesquera de Andalucía. C/ Bergantín 39, E-41012 Sevilla, Spain.
Enaitz
E
Aguirre
IEO Vigo-Instituto Español de Oceanografía, Centro Oceanográfico de Vigo. Cabo Estai-Canido. P.O. Box 1552, E-36280 Vigo, Pontevedra, Spain.
José Benito
JB
Peleteiro
IEO Santander-Instituto Español de Oceanografía, Centro Oceanográfico de Santander. P.O. Box 240, E-39080 Santander, Santander, Spain.
Carlos
C
Fernández-Pato
CEP Asturias-Centro de Experimentación Pesquera, El Muelle, E-33760 Castropol, Asturias, Spain.
Carmen
C
Rodríguez-Rodríguez
D000328:Adult; D000818:Animals; D000835:Animals, Wild; D017756:Aquaculture; D003258:Consumer Behavior; D003469:Culture; D003625:Data Collection; D004032:Diet; D005260:Female; D005399:Fishes; D017144:Focus Groups; D005518:Food Preferences; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008875:Middle Aged; D010465:Perception; D017747:Seafood; D011795:Surveys and Questionnaires
Beliefs; Consumer perception; Farmed fish; Wild fish