Risius Antje, Janssen Meike, Hamm Ulrich
University of Kassel, Department of Food and Agricultural Marketing, Steinstr. 19, 37213 Witzenhausen, Germany.
University of Kassel, Department of Food and Agricultural Marketing, Steinstr. 19, 37213 Witzenhausen, Germany.
Appetite. 2017 Jun 1;113:246-254. doi: 10.1016/j.appet.2017.02.021. Epub 2017 Feb 20.
Fish from aquaculture is becoming more important for human consumption. Sustainable aquaculture procedures were developed as an alternative to overcome the negative environmental impacts of conventional aquaculture procedures and wild fisheries. The objective of this contribution is to determine what consumers expect from sustainable aquaculture and whether they prefer sustainable aquaculture products. A combination of qualitative research methods, with think aloud protocols and in-depth interviews, as well as quantitative methods, using choice experiments and face-to-face interviews, was applied. Data was collected in three different cities of Germany. Results revealed that sustainable aquaculture was associated with natural, traditional, local, and small scale production systems with high animal welfare standards. Overall, participants paid a lot of attention to the declaration of origin; in particular fish products from Germany and Denmark were preferred along with local products. Frequently used sustainability claims for aquaculture products were mostly criticized as being imprecise by the participants of the qualitative study; even though two claims tested in the choice experiments had a significant positive impact on the choice of purchase. Similarly, existing aquaculture-specific labels for certified sustainable aquaculture had an impact on the buying decision, but were not well recognized and even less trusted. Overall, consumers had a positive attitude towards sustainable aquaculture. However, communication measures and labelling schemes should be improved to increase consumer acceptance and make a decisive impact on consumers' buying behavior.
水产养殖的鱼类对人类消费而言正变得愈发重要。可持续水产养殖程序得以开发，作为一种替代方案，用以克服传统水产养殖程序和野生渔业对环境的负面影响。本论文的目的在于确定消费者对可持续水产养殖的期望，以及他们是否更青睐可持续水产养殖产品。研究采用了定性研究方法（有声思维协议和深度访谈）与定量方法（选择实验和面对面访谈）相结合的方式。数据收集于德国的三个不同城市。结果显示，可持续水产养殖与具有高动物福利标准的自然、传统、本地及小规模生产系统相关联。总体而言，参与者非常关注产地声明；尤其青睐来自德国和丹麦的鱼类产品以及本地产品。定性研究的参与者大多批评水产养殖产品常用的可持续性声明不够精确；尽管在选择实验中测试的两项声明对购买选择有显著的积极影响。同样，现有的针对经认证的可持续水产养殖的特定水产养殖标签对购买决策有影响，但认可度不高，信任度更低。总体而言，消费者对可持续水产养殖持积极态度。然而，应改进沟通措施和标签方案，以提高消费者的接受度，并对消费者的购买行为产生决定性影响。
