Attitudes towards sustainable aquaculture products: Evidence from a consumer survey of European countries

Sustainable aquaculture concept involves environment, community, business and farm management practices. Efficient and viable feed uses emerge as one of the most critical issues. Reducing aquafeeds dependence on marine fish meal and oil has been a goal in European projects for 25 years. Currently, relevant proportion of these ingredients is replaced by plant-based sources. But, the increasing feed demand and the competition of plant crops for other traditional and novel uses intensify the search for sustainable sources. Envisioned solutions deal with agricultural by-products and new products produced in highly efficient system with independence on seasonal quality fluctuations. The aim of this work is the consumer’s perception of sustainable aquaculture associated with the reutilization of vegetable by-products in three European countries with a high fish consumption: Iceland, Italy and Spain. Determinants of consumer attitudes towards and spending on sustainable aquaculture products were addressed. A 17-question survey instrument was developed with input from industry and academy. The survey was designed in September 2021 and performed during October/November 2021. The effects of several covariates of interest on consumer attitudes and their willingness to pay using regression models were estimated. Results revealed that consumers who are college-educated, having largest fish consumption and more aware about the declaration of origin tend to spend more on sustainable aquaculture. Attitude indices were used as dependent variables in three distinct regressions, one for each of the countries. Differences between countries were evidenced according to preferences for different sustainability attributes. Overall, consumers from the three countries showed a positive attitude towards sustainable aquaculture. But, the need for clear labels and communication was highlighted to increase consumer acceptance and affect consumers' buying behavior. A segment of the consumers is w