www.emeraldinsight.com/0007-070X.htm
Filiep Vanhonacker
Department of Agricultural Economics, Ghent University, Gent, Belgium
Wim Verbeke
Department of Agricultural Economics, Ghent University, Gent, Belgium
Abstract
Purpose This study aims to gain insights into the relevance and market potential of fish origin
(farmed or wild) among consumers in Belgium, Norway and Spain.
Design/methodology/approach Cross-sectional data were collected through a consumer survey
(n 1; 319), conducted in November-December 2007 in three European countries: Belgium, Norway
and Spain. The study describes personal and food characteristics, as well as consumer attitudes and
knowledge related to fish origin. Further, these characteristics were analysed in terms of their impact
on the choice of either farmed or wild fish, using bivariate analyses.
Findings In general, European consumers have little knowledge or awareness regarding the
origin of fish. This results in uncertainty in consumers perception of farmed fish in particular. The
study is in line with previous ones suggesting that perceptions of aquaculture and farmed fish are
based more on emotions than on rational considerations. Still, the perception of farmed fish is
positive in general. Consumers do not prioritise fish origin as an information cue, although
variation is present between different consumer groups. Consumers of predominantly farmed
versus wild fish did not have a very distinct profile, which corroborates with the only modest
significance of fish origin as a product-specific information cue during the fish purchase and
consumption decision process.
Originality/value The strength of the paper pertains to its international scope, and to the diversity
of countries selected in terms of relevant variables. Also, the growing relevance of aquaculture as a
fish production method and farmed fish as a food product makes results and findings of the study
topical and of practical relevance.
Keywords Fish farming, Consumer behaviour, Europe, Market value, Product information,
Individual perception, Spain
Paper type Research paper
The authors gratefully acknowledge the financial support received from the European
Commission through its Sixth Framework Programme Coordination Action CONSENSUS
(FOOD-CT-2005-513998) and the COST Action FA-0802 Feed for Health. The authors further
thank Marie Cooper from Nofima for her assistance during language revision and editing of the
paper.
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Introduction
It is generally acknowledged that fish is an important part of a healthy and balanced
diet (World Health Organization, 2003). A high level of interest among European
consumers in health and healthy eating (Pieniak et al., 2008b), higher living standards
and a good overall image of fish have yielded an increase in fish consumption
(FAOSTAT, 2008). Combined with an increasing world population and an expected
further increase in per capita fish consumption (Failler, 2007) capture fisheries alone
may no longer succeed in meeting the world demand for fish in a sustainable manner.
The rapidly developing aquaculture sector provides the necessary complement to
capture fisheries (Cahu et al., 2004). Aquaculture is defined as the cultivation of marine
and aquatic organisms including fish, molluscs, crustaceans and water plants
(European Commission, 2008; Kautsky et al., 2000). Over the last decades aquaculture
has grown rapidly from a rather marginal production method to the fastest growing
sector of the food industry at the present time (FAO, 2006; Kole et al., 2007). In 1950
world aquaculture production accounted about 64,000 ton (3 per cent of the global
seafood production) and grew to more than 65 million ton in 2007 (42 per cent of global
seafood production) (FAO, 2007; Ponte, 2008; Subasinghe et al., 2009).
Consumers wariness towards new production methods (Evans and Cox, 2006;
Frewer, 1999) and their sensitivity to negative information (Verbeke and Ward, 2001),
consumer attitudes, opinions and perceptions towards aquaculture can steer the success
and acceptance of products from aquaculture. Previous research has already focused on
consumer perceptions of fish products in general without making a distinction between
fish of either wild or farmed origin (e.g. Bruns, 2003; Pieniak et al., 2008b), or involved
sensory studies in which farmed fish was evaluated against wild fish, whether or not
combined with information (e.g. Farmer et al., 2000; Kole et al., 2009; Luten et al., 2002).
In general a low consumer awareness of fish origin has been reported (e.g.
Honkanen and Olsen, 2009; Kaiser and Stead, 2002; Kole, 2003; Verbeke and Bruns,
2006; Verbeke et al., 2007a). Given the low awareness of and factual knowledge about
aquaculture and aquaculture practices, consumers perception of farmed fish is more
driven by emotions than by ratio or cognitive factors, such as product or process
knowledge (Koster, 2003; Verbeke and Bruns, 2006; Verbeke et al., 2007b). In many
cases this leads to an image transfer from intensive terrestrial livestock, with a
prejudice against aquaculture and farmed fish (Arvanitoyannis et al., 2004). Examples
of this image transfer relate to the association with growth hormones, overcrowded
ponds or tanks (deduction from high density conditions in battery hens) (Hamnvik,
2004), poor animal welfare conditions (Kole, 2003), negative externalities (e.g. Verbeke
and Bruns, 2006; Verbeke et al., 2007b), poor taste (e.g. Girard and Paquotte, 2003),
and lower overall appreciation (Kole et al., 2009). Nonetheless, farmed fish receives a
positive perception (though slightly less positive than wild fish), which is improving
over time along with increasing consumer awareness (Girard and Paquotte, 2003). The
limited consumer awareness of fish origin also involves a degree of uncertainty at
consumer level, which makes consumers open to negative news coverage (Kaiser and
Stead, 2002). Past research also showed a negative impact of crises in terrestrial
livestock production on aquaculture product consumption, with a drop in salmon
consumption following on the outbreak of BSE (Paquotte and Mariojouls, 2001).
In this study we are particularly interested in whether or not it is possible to profile
and distinguish (self-reported) farmed fish from (self-reported) wild fish consumers.
Consumer groups were profiled based on variables and characteristics that have
previously been incorporated in theoretical frameworks explaining food consumer
behaviour. These factors include personal and food characteristics (Randall and
Sanjur, 1981; Steenkamp, 1997), as well as attitudes and knowledge (e.g. Fishbein and
Ajzen, 1975; Pieniak et al., 2008b). These profiling variables will be discussed in a
descriptive manner in the first part of the study.
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Belgium
n
538
Table I.
Socio-demographic
characteristics of the
different countries
440
Norway
442
Spain
Total
437
1,319
Gender (%)
Females
64.8
63.8
65.4
64.7
24.8
25.2
24.3
25.7
24.2
25.1
25.3
25.3
24.7
24.5
25.2
25.6
24.6
24.9
24.9
25.5
15.0
34.1
50.9
46.8
33.6
20.6
9.8
22.5
67.7
24.0
29.7
46.3
47.9
52.1
30.8
69.2
44.2
55.8
40.9
59.1
60.4
39.6
54.9
45.1
55.4
44.6
56.9
43.1
18.0
31.6
23.0
27.5
23.8
36.7
18.8
20.8
9.6
32.0
27.5
30.9
17.1
33.4
23.1
26.4
45.9
31.1
23.0
40.4
31.4
28.2
19.0
43.8
37.2
35.1
35.4
29.5
Note: aIncome was measured using nine categories and will further be dealt with as a continuous
variable. n 1,319
to seven times per week (13). For analytical purposes, the scale was rescaled to an
average weekly consumption frequency ranging from zero to seven. These
consumption records functioned as the basis on which respondents were grouped
according to the proportion of farmed fish in their total fish intake. When respondents
consumed wild fish on at least two out of three fish consumption occasions, they were
considered predominantly wild fish consumers. Similarly, consumers were classified
as predominantly farmed fish consumers when at least two thirds of their fish choices
were farmed fish. The remaining group was termed the mixed farmed/wild group, thus
yielding a three-group solution.
Three categories of potential profiling variables were measured. First, personal
characteristics include socio-demographic variables as well as fish consumption
frequencies. Given the positive relationship between fish consumption and
involvement with fish and subjective knowledge about fish, both constructs are also
assessed. Involvement with fish and subjective knowledge about fish were measured
using multiple items based on Zaichowsky (1985) and Flynn and Goldsmith (1999),
respectively. Second food characteristics were included in terms of consumers
perception of farmed fish. Perception was measured through a list of 24 bipolar items
that relate to different themes (three items for each health, safety, quality, convenience,
sustainability, animal welfare, price and sensory), using a seven-point semantic
differential with the negative item on the left side of the scale and its antonym (positive
item) on the right side of the scale. Third, measurements related to consumer attitudes
and objective knowledge were included. Interest in fish origin was measured on a
seven-point Likert scale, ranging from no interest at all (1) to very strong interest
(7). Consumers interest in information about fish origin relative to other information
cues has been calculated (for example, relative to quality mark, recipes and health
benefits). Data about consumer knowledge related to fish in general and aquaculture
and farmed fish in particular were gathered through true/false statements. Statements
were: More than half of the fish we can buy is farmed fish (false); The use of
antibiotics in fish farming has significantly decreased in recent years (true); Farming
of fish is a new activity (false); Salmon is almost exclusively farmed (true); Farmed
fish contain more mercury than wild fish (false); Only slightly more than 1 kg of feed
fish (for making fishmeal) is needed to produce 1 kg of farmed Atlantic salmon (true);
Cod is a fatty fish (false); Fish is a source of Omega-3 fatty acids (true); Salmon is a
fatty fish (true). In addition to evaluating the statement as either true or false, the
respondents were asked to indicate the extent to which they were certain about their
answer on a seven-point Likert scale that ranged from very uncertain (1) to very
certain (7). Measuring uncertainty could provide additional insights in consumers
awareness of fish origin. Likewise eventual inconsistencies in answering behaviour
and the proportion of neutral answers could be indicative of the level of consumer
awareness.
In addition, in each country the respondents were provided with a list of popular
fish species. For Belgium, these were salmon, cod, tuna, trout, seabass/seabream,
Alaska pollock and mussels. For Norway, the species included were salmon, cod,
shrimps, mackerel, saithe, herring and redfish. Finally, for Spain, the choice was
salmon, cod, bass, trout, seabass/seabream, hake and mussels. First respondents were
asked whether or not they have ever eaten the respective fish species. Second, they
were asked to rank the species, starting with the most frequently eaten (rank 1) and
ending with the least frequently eaten. Each of the species was categorised as either a
(mainly) wild or farmed fish species by the researchers.
Statistical analyses
Questionnaires were quality-checked and edited by the field research agency in order
to ensure accuracy and precision of the responses prior to coding and transcription of
the data. Statistical analyses were performed using the statistical software SPSS
version 15.0. Means and standard deviations are presented in table format or bar
charts. Frequencies are reported through histograms. Bivariate analyses including
cross-tabulation with x 2-statistics and one-way ANOVA comparison of means with
Bonferroni post-hoc tests were used to profile the farmed/wild/mixed consumer
segments in terms of personal and food characteristics, and consumer attitudes and
knowledge. Differences were considered statistically significant if p , 0:05.
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Table II.
Mean values per country
for fish consumption
frequency, involvement
with fish and subjective
knowledge
Belgium
Mean
SD
Norway
Mean
SD
Spain
Mean
SD
0.89a
0.23a
0.39a
4.42a
3.19a
1.24b
0.42a
0.47b
4.74b
3.44a,b
2.10c
0.79b
0.94c
4.96b
3.54b
0.76
0.49
0.60
1.65
0.76
1.09)
0.68
0.68
1.70
1.09
1.45
1.13
1.13
1.52
1.45
Notes: a,b,c Scores in one row with a different superscript are significantly different at p , 0.05 (oneway ANOVA and Bonferroni multiple comparison test). d Measured on seven-point Likert scales
Figure 1.
Consumer perception of
farmed fish for the
total sample
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Figure 2.
Interest in fish origin,
measured on a seven-point
Likert scale, ranging from
no interest at all (1) to
very interested (7)
Table III.
Percentage of correct
answers to the knowledge
statements per country,
including Chi-square
p-value
More than half of the fish we can buy is farmed fish (false)
The use of antibiotics in fish farming has significantly decreased
in recent years (true)
Farming of fish is a new activity (false)
Salmon is almost exclusively farmed (true)
Farmed fish contain more mercury than wild fish (false)
Only slightly more than 1 kg of feed fish is needed to produce
1 kg of farmed Atlantic salmon (true)
Cod is a fatty fish (false)
Fish is a source of Omega-3 fatty acids (true)
Salmon is a fatty fish (true)
32.7
31.9
31.4
0.908
57.5
77.7
63.2
80.9
65.4
88.5
44.8
65.4
61.1
75.5
52.2
68.9
0.055
, 0.001
, 0.001
, 0.001
36.6
73.2
92.0
75.5
29.4
81.0
99.3
83.0
41.0
78.0
95.7
76.4
, 0.001
0.020
, 0.001
0.012
earlier reports of low consumer awareness and poor practical knowledge about
practices in livestock production (Vanhonacker et al., 2008). Many respondents did not
seem to know that salmon is almost exclusively of farmed origin. Furthermore, it was
noticed that the awareness of fish as a source of Omega-3 has developed in recent years
and is now commonly known (Verbeke et al., 2007b).
Consumers low awareness about fish origin was also evident from the fact that,
apart from the large percentage of neutral answers on origin related questions, some
inconsistency was found in the reported fish consumption frequency. Given that fish
has either wild or farmed origin, the sum of the consumption frequency of wild and
farmed fish should equal total fish consumption frequency, at least where consumers
are fully aware of fish origin. The data indicated that this assumption held for only one
third of our sample. Further indication of the relatively low general awareness,
regarding fish origin was found when the percentage of respondents that indicated
they did not consume fish at all (n 38; 2.9 per cent of the total sample) was
considered relative to the percentage that claimed to eat neither wild nor farmed fish
(n 205; 15.5 per cent of the total sample).
Finally the certainty levels that respondents could indicate corresponding with each
of the objective knowledge statements also reflected how aware consumers were of fish
in general and farmed versus wild fish in particular. Only in the case of fish being a
source of Omega-3 was a positive overall certainty score obtained (see Table IV).
Uncertainty (mean score below 4) was expressed for the statements farmed fish contain
more mercury than wild fish, the use of antibiotics in fish farming has significantly
decreased in recent years, and only slightly more than 1 kg of feed fish is needed to
produce 1 kg of farmed Atlantic salmon. Uncertainty about the presence of high
concentrations of mercury and antibiotics in farmed fish probably results from
aquacultures image with respect to antibiotic use in the early nineties, and/or originates
from an image transfer from intensive terrestrial livestock production (Verbeke et al.,
2007b). The uncertainty regarding the amount of fish feed could conflict with the
sustainable image that is attributed to aquaculture and farmed fish. Regarding country
differences, Belgians were the least certain and Norwegians the most certain, a finding
that did not always correspond with the percentage of correct answers within countries.
Consumer profile
Grouping consumers in three categories based on the self-reported share of farmed fish
in the total fish consumption resulted in a group claiming to eat predominantly farmed
fish (40.6 per cent of the sample), a group that claimed to eat predominantly wild fish
(26.1 percent), and a group that claimed to eat an equal share of wild and farmed fish
(33.3 percent). Note that the group that reported no fish consumption was not
incorporated in either one of these groups.
The predominantly wild fish consumers expressed the highest involvement and
subjective knowledge, two issues that are related to each other and to a higher total fish
consumption frequency (Pieniak et al., 2008b). Higher levels of fish consumption have
also been linked with preference for wild fish (e.g. Verbeke et al., 2007c). This group
perceived farmed fish slightly more negatively in terms of safety as compared to the
group that consumed both farmed and wild fish. They were less convinced about the
better price and convenience of farmed fish, two product characteristics within which
farmed fish is believed to have some advantages over wild fish. In Belgium and Spain,
claimed consumption of predominantly wild fish was not well reflected into preferred
fish species, which may be associated to the participants low awareness of fish origin.
In contrast, in Norway, participants who claimed predominantly wild fish
Total
Belgium
Norway
Spain
5.67
5.21
4.52
4.52
4.48
4.48
3.69
4.66
4.61
3.93
4.18
4.20
4.26
3.44
6.62
5.72
4.80
4.87
5.46
4.39
3.72
5.48
5.03
4.59
4.37
4.16
4.62
3.52
3.58
3.18
4.07
3.24
2.75
2.62
2.80
2.71
Note: Statements are ranked based on mean value of the total sample
Table IV.
Certainty scores
corresponding with the
knowledge statements
(means on seven-point
scales)
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consumption appeared to prefer cod (see Table V). Finally, the wild fish consumers
appeared to be most interested in the issue of fish origin (see Table V).
The predominantly farmed fish consumers were characterised by slightly more
females and a slightly lower age when compared to the other groups (see Table V).
This was the group with the lowest fish consumption and this group included a high
share of Belgians. This group could not be differentiated from the other groups based
on their perception of farmed fish. Thus their reported choice for farmed fish did not
seem to be based on (perceived) food characteristics. An interesting observation was
that the majority of this group (80 per cent) believed that the fish one can buy is mainly
farmed. Probably, this contributed to the fact that these consumers defined themselves
as consumers of predominantly farmed fish. Reasons that support this suggestion are
the rather low involvement and subjective knowledge, the moderate awareness, the
lowest relative interest in fish origin and the fact that the claimed predominance of
farmed fish is not reflected in the fish species choices. A notable exception is Norway,
where predominantly farmed fish consumers reported a strong preference for salmon,
which is a predominantly farmed species.
The mixed group comprised slightly more males. They reported the highest fish
consumption, similar to the predominantly wild group, and denoted the highest
absolute score on each of the food characteristics. Hence, it can be hypothesised that
they are positive to fish as a food product without differentiating between wild and
farmed fish. Also their choice of fish species was equally distributed over farmed and
wild fish species.
Conclusions
This study investigated consumers attitudes and perceptions towards farmed fish in
three European countries and it explored the relevance of fish origin in consumers
choice of fish. The selection of countries for the study was based on the aim to collect
information that covers a substantial part of the diversity within the European food
market, within the budget and time constraints of the study. The country-selection was
in direct relation with the countrys fish consumption and fish production.
This study went deeper into the analysis of interest in, and knowledge and
awareness about fish origin. The study aimed to provide information regarding the
relevance of communicating the origin of fish. The results showed a rather limited
consumer awareness and knowledge regarding issues related to fish origin. In addition,
the limited awareness and knowledge indications were associated with an only modest
interest in fish origin in general. Despite a minor part of the sample indicating strong
interest in fish origin, the large majority prioritised other information cues and did not
seem to choose fish based on its origin. Similar results were found for country-of-origin
indications on other livestock products (Liefeld, 2005; Verbeke and Ward, 2006;
Verbeke and Roosen, 2009). Additionally, the food buying decision process is in most
cases a routine process, characterised by habit (Honkanen et al., 2005) and limited
information search (Verbeke, 2005). Grouping consumers based on the reported share
of farmed fish in their fish basket revealed the low (current) potential of fish origin as a
determinant of consumers fish choice. The choice for predominantly wild fish seemed
to be informed by a lower safety perception of farmed fish. This group of consumers
was most interested in the origin from a negative motivation, namely in order to avoid
farmed fish. The claim of predominantly farmed fish consumption seemed to be based
Predominantly wild
(26.1%)
Personal characteristics
Country (%)
Belgium
Norway
Spain
Gender (%)
Male
Age (years)
Mean
SD
Income category
Mean
SD
Fish consumption (%)
$ once per week
$ twice per week
Involvement with fish
Mean
SD
Subjective knowledge
Mean
SD
Food characteristics
Safety
Mean
SD
Health
Mean
SD
Sustainability
Mean
SD
Animal welfare
Mean
SD
Price
Mean
SD
Quality
Mean
SD
Convenience
Mean
SD
Sensory
Mean
SD
Mixed farmed-wild
(33.3%)
Predominantly farmed
(40.6%)
23.7
29.5
24.5
24.9
35.9
37.5
51.1
34.6
38.0
24.6
37.7
37.7
41.4
11.4
40.0
10.8
39.4
11.0
9.3
3.6
9.7
3.3
9.5
3.4
71.1
41.7
64.7
34.7
68
43
545
5.04b
1.6
4.89a,b
1.5
4.73a
1.6
3.88b
1.5
3.54a
1.4
3.56a
1.4
4.62a
1.50
4.93b
1.45
4.79a,b
1.49
4.78
1.49
4.96
1.49
4.93
1.51
4.73
1.34
4.87
1.29
4.75
1.27
4.19
1.39
4.37
1.36
4.19
1.37
4.44a
1.33
4.70b
1.28
4.56a,b
1.27
4.56
1.32
4.75
1.29
4.63
1.28
5.01
1.56
4.64
1.46
5.28
1.35
4.88
1.39
5.12
1.52
a,b
4.78
1.47
(continued)
Table V.
Profile of consumers who
claim to consume either
predominantly wild fish,
or predominantly farmed
fish, or who have a fish
diet of both farmed and
wild fish
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Table V.
Predominantly wild
(26.1%)
Mixed farmed-wild
(33.3%)
Predominantly farmed
(40.6%)
5.23
1.7
5.05
1.63
4.96
1.62
0.87
0.75
1.01
0.74
0.82
0.54
5.97
5.91
5.90
4.49
1.1
4.45
1.0
4.36
1.0
2.94
2.84
3.35
5.20
4.84
4.65
4.18
2.34
2.92
3.37
5.02
5.21
4.41
4.73
2.79
2.74
3.32
5.41
5.42
4.28
4.04
3.00
2.03
3.78
4.77
3.22
5.60
5.59
2.16
2.51
3.40
4.41
3.61
5.77
6.14
1.74
2.78
3.27
4.23
4.07
5.71
6.14
3.87
3.94
4.63
5.33
3.85
2.18
4.20
3.78
3.94
4.76
5.34
4.07
2.28
3.84
3.87
4.20
4.63
5.24
3.78
2.21
4.07
Notes: a,bScores in one row with a different superscript are significantly different at p , 0:05 (oneway ANOVA and post hoc Bonferroni multiple comparison test)
on a belief that most of the fish supply originates from aquaculture. It was not related
to perceived characteristics of the resulting fish products. Finally, consumption of both
farmed and wild fish followed from a positive perception about fish as a food category,
irrespective of the fish origin.
In summary, it is questionable whether or not it is necessary to emphasise the fish
origin in product information in the current market situation of limited awareness and
knowledge. This study has shown that consumers image formation of farmed fish,
against a background of low awareness and knowledge, suffers from some negative
image transfers from past processes and from intensive terrestrial livestock production.
As a consequence, it is advisable to avoid exposing consumers to an overload of
information related to aquaculture before awareness and knowledge levels are improved.
Considering the increasing demand for traceability and transparency, well formulated
information and communication strategies should be worked out regarding aquaculture
production methods, its benefits and its resulting end products. Keeping in mind low
consumer interest and the increasing sustainability of aquaculture, using studies such as
this can contribute to the planning of consumer communication strategies. This way,
consumer interest in fish origin, can be triggered, by the right media, and sound
information, about the origin, of each product, can be provided.
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Corresponding author
Filiep Vanhonacker can be contacted at: Filiep.Vanhonacker@ugent.be
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