Claret Anna, Guerrero Luis, Ginés Rafael, Grau Amàlia, Hernández M Dolores, Aguirre Enaitz, Peleteiro José Benito, Fernández-Pato Carlos, Rodríguez-Rodríguez Carmen
IRTA-Food Technology, XaRTA. Finca Camps i Armet, E-17121 Monells, Spain.
IRTA-Food Technology, XaRTA. Finca Camps i Armet, E-17121 Monells, Spain.
Appetite. 2014 Aug;79:25-31. doi: 10.1016/j.appet.2014.03.031. Epub 2014 Apr 4.
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.
水产养殖是一种食品生产活动，是传统捕捞业的替代方式，而传统捕捞业仍是大多数消费者的参照标准。本文的主要目的是研究消费者对于养殖鱼和野生鱼的哪些看法阻碍了水产养殖部门的潜在发展。为实现这一目的，该研究分为两个互补步骤：定性方法（焦点小组），旨在评估消费者对野生鱼和养殖鱼的认知，并确定区分它们的显著看法；定量方法（通过问卷调查），以在代表性参与者样本（n = 919）上验证焦点小组讨论中获得的结果。结果表明，参与者认为养殖鱼和野生鱼之间存在明显差异。尽管在安全性方面未检测到两种鱼之间的显著差异，但总体而言，养殖鱼被认为受海洋污染、重金属和寄生虫的影响较小。相反，野生鱼被认为有更健康的食物，含有更少的抗生素，更新鲜、更健康、处理更少且更天然。与质量相关的看法有利于野生鱼，而与可获得性和价格相关的看法有利于养殖鱼。根据消费者对鱼类的客观知识、教育水平、年龄和性别以及所确定的三类消费者：“传统/保守型”、“鉴赏型”、“对水产养殖持开放态度型”，在对两种鱼的认知上观察到了显著差异。所提供的结果在规划和设计有效的营销策略以推广养殖鱼时可能发挥重要作用，可以根据本研究确定的每类消费者的认知来调整所提供的信息。
