home    about    browse    search    latest    help 
Login | Create Account

”Consumers’ Understandings and Perceptions of Danish Organic Aquaculture – A Mixed Method Study”

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.] .

[thumbnail of D6.4.1_ Innovative development_Consumer perceptions.pdf] PDF - English
Limited to [Depositor and staff only]



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
Refereed:Not peer-reviewed

Repository Staff Only: item control page


Downloads per month over past year

View more statistics