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Analysing consumers’ perceived differences in wild and farmed fish

Konstantinos Polymeros (Department of Agriculture, Ichthyology and Aquatic Environment, University of Thessaly, Volos, Greece)
Eleni Kaimakoudi (Department of Agriculture, Ichthyology and Aquatic Environment, University of Thessaly, Volos, Greece)
Maria Schinaraki (Department of Agriculture, Ichthyology and Aquatic Environment, University of Thessaly, Volos, Greece)
Christos Batzios (Department of Animal Production, Ichthyology, Ecology & Protection of Environment, Faculty of Veterinary Medicine, Aristotle University of Thessaloniki, Thessaloniki, Greece)

British Food Journal

ISSN: 0007-070X

Article publication date: 2 March 2015

Abstract

Purpose

The purpose of this paper is to investigate consumers’ attitudes and behaviours towards wild and farmed fish, in order to identify possible distinct consumer groups, and to examine potential linkages between characteristics of the consumers’ demographic and socio-economic status and marketing aspects in wild and farmed fish.

Design/methodology/approach

Using data from an in-person field survey, a TwoStep cluster analysis was employed in order to detect perceived differences among consumers with different profiles.

Findings

The analysis identified two distinct consumer groups differentiated primarily by income: the low-potential aquaculture consumers and the high-potential aquaculture consumers, representing 67 and 33 per cent of the total sample, respectively. The study provides evidence that there is a lesser preference towards farmed fish. Therefore, more efficient marketing strategies are probably needed in order to promote awareness in aquaculture consumption, and potentially contribute in guiltlessness of the whole sector.

Originality/value

There is a lack of detailed empirical research regarding consumer perceptions and particularly potential differentiation for wild and farmed fish. This paper advocates the use of consumer profiles as a basis for the development of consumer-focused strategies in order to improve consumer performance in the sector.

Keywords

Citation

Polymeros, K., Kaimakoudi, E., Schinaraki, M. and Batzios, C. (2015), "Analysing consumers’ perceived differences in wild and farmed fish", British Food Journal, Vol. 117 No. 3, pp. 1007-1016. https://doi.org/10.1108/BFJ-12-2013-0362

Publisher

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Emerald Group Publishing Limited

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