Zølner, Anette; Ricorico, Marie; Budhathoki, Mausam; Froesch, Mel and Nielsen, Signe (2018) ”Consumers’ Understandings and Perceptions of Danish Organic Aquaculture – A Mixed Method Study”. [Forbrugeropfattelse af dansk økologisk akvakultur.] .
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Summary
Danish organic aquaculture is growing rapidly, which is not reflected in the consumer demand for these products in Denmark. Therefore, a mixed method study was conducted with the main purpose to investigate consumers’ understandings and perceptions of Danish organic aquaculture. Convenience sampling was employed to recruit 126 participants for a web-based survey and nine were further recruited for in-depth focus group discussion. The findings from this study shows that organic fish is often mistaken for wild caught fish. Factors including price, labelling, availability & information, reputation of the farmed fish, and cooking skills were identified to be influencing consumers. Despite price being a barrier, the results also showed that the majority of the consumers were willing to pay 10 DKK/portion more for organic fish. In conclusion, consumers have limited understanding of Danish organic aquaculture practices and perceived wild caught fish as a overall superior choice. However, future studies with large sample size with probability sampling and with multiple focus groups are necessary in order to confirm the findings.
Summary translation
Interessen for økologiske produkter er kraftigt stigende, men dette er ikke afspejlet i efterspørgslen efter fisk i Danmark. Metodemæssigt benytter dette studie sig at ”mixed methods” med det formål at forstå forbrugernes opfattelse af økologiske fisk. 126 respondenter besvarede et web-baseret spørgeskema og ud af disse blev ni udvalgt til et kvalitativt studie. Studiet bekræftede andre studier i at forbrugernes viden om økologisk fisk er særdeles begrænset. Faktorer som pris, tilgængelighed, mærkning, syn på opdrættet fisk og madlavningsevner. I ft. prisen var en overvejende del af forbrugere villige til at betale 10 kr i merpris for en økologisk fisk.
| EPrint Type: | Report |
|---|---|
| Keywords: | Danish Organic Aquaculture, Consumer, Understandings, Perceptions, Denmark |
| Subjects: | Farming Systems > Farm economics Farming Systems > Social aspects Environmental aspects > Air and water emissions |
| Research affiliation: | Denmark > Organic RDD 2 > RobustFish |
| Deposited By: | Jokumsen, Senior Advisory Scientist Alfred |
| ID Code: | 33698 |
| Deposited On: | 23 Aug 2018 10:10 |
| Last Modified: | 23 Aug 2018 10:10 |
| Document Language: | English |
| Status: | Unpublished |
| Refereed: | Not peer-reviewed |
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