The Image of Fish from Aquaculture Among Europeans: Impact of Exposure to Balanced Information

Abstract

This study investigated the effect of balanced, nonpersuasive information related to safety, healthiness, and sustainability of aquaculture on the image of farmed fish among European consumers. It was demonstrated that there is neither positive nor negative influence of this type of information on the predominantly positive image of fish from aquaculture. Consumers who were exposed to information related to the EU origin and aquaculture related guarantee reported a more positive image of farmed fish. These results provide valuable input for transparent communication about fish farming practices which might increase consumer trust and will not harm the image of fish from aquaculture. Increasing consumers' knowledge about aquaculture and its positive effects on the image of farmed fish is also discussed as a pathway for maintaining and improving aquaculture's positive image in the future.

Keywords:

• aquaculture
• communication
• consumer
• fish origin
• information
• perception

The authors gratefully acknowledge the financial support received from the European Commission through its Sixth Framework Programme Coordination Action CONSENSUS (FOOD-CT–2005–513998) and the COST Action FA-0802 Feed for Health.