Acronym NA
Category
Seafood Processing
Title Communication strategy for sustainably produced aquaculture products Programme National Programme
Instrument (FP6)
Contact Type (FP7)
Strand (Interreg)
NA
Theme (FP7)
Activity Area (FP6)
Regional Area (Interreg)
Action (COST)
NA
Specific Programme (FP7)
NA
Funding source National Coordinator NA Coordinator email NA
Coordinator institution
UNI KASSEL - University of Kassel (Germany)
Institutions involved
Thünen Institute - Thunen Institute, Federal Research Institute for Rural Areas, Forestry and Fisheries (Germany) ,
Start year 2012 End year 2014 Funding (€) € 134,635 Website https://fisaonline.de/en/find-projects/details/?tx_fisaresearch_projects%5Baction%5D=projectDetails&tx_fisaresearch_projects%5Bas_id%5D=&tx_fisaresearch_projects%5Bcontroller%5D=Projects&tx_fisaresearch_projects%5Bgt_id%5D=&tx_fisaresearch_projects%5Bp_id%5D=6354&tx_fisaresearch_projects%5Bsa_id%5D=&tx_fisaresearch_projects%5Bs_id%5D=&cHash=3c95e252fcb9e1595684bd13167e90f8 Summary Sustainable methods of aquaculture have evolved as a response to negative impacts of overfishing of the oceans and problems associated with conventional aquaculture. The German fish market is characterised by a multitude of different labels and claims for sustainable production and fishing methods. The aim of the present research project is to analyse consumer preferences for different sustainability labels and claims for products from aquaculture, in order to give recommendations for a successful communication strategy for German producers of fish from sustainable aquaculture. The project combines qualitative and quantitative methods of consumer research. First, an inventory of existing labels and claims for sustainable aquaculture is conducted in 20 German retail outlets. For the most frequently used sustainability labels, it is then analysed how the respective organisations communicate the underlying production standards and control regimes on their websites and on product packages (step 2). The same sustainability labels and claims are also investigated with the method of think-aloud protocols conducted with 18 consumers (step 3). In focus group discussions, consumer views on and expectations from sustainable aquaculture are explored, including purchase motives and barriers (step 4). Afterwards, the results on consumer views (steps 3 and 4) are compared with the status quo of how sustainable aquaculture is communicated (step 2). Based on the identified potential for improvement, a quantitative study with 450 consumers is designed (step 6). In choice experiments, consumer preferences for labels and claims for fish from sustainable aquaculture are analysed. Subsequent structured interviews provide further insights into consumer trust in different sustainability labels and claims as well as declarations of origin. Finally, the project results are discussed in a workshop with producers of fish from sustainable aquaculture, food retailers and representatives from organic farmers’ associations.
Keywords
Fish products;
Aquaculture industry;
Market;
Sustainability;
Fish;
Labelling;
Marine Region
76
Not associated to marine areas
0
Marine Region Map
