Fishlabeling
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Final report
Duration of project
November 2012 to October 2014
Project partner
Johann-Heinrich von Thünen-Institut
Marktanalyse und Agrarhandelspolitik
Dr. Katrin Zander
Bundesallee 50
38116 Braunschweig
Contact person at the University of Kassel
Antje Korn, M.Sc.
Head of project
BLE-Project: "Communication strategy for sustainably produced aquaculture products"
Research project within the framework of the Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
Contact persons at the University of Kassel
- Prof. Dr. Ulrich Hamm
- Dr. Meike Janssen
- Antje Korn, M.Sc.
Summary
Sustainable methods of aquaculture have evolved as a response to negative impacts of overfishing of the oceans and problems associated with conventional aquaculture. The German fish market is characterised by a multitude of different labels and claims for sustainable production and fishing methods. The aim of the present research project is to analyse consumer preferences for different sustainability labels and claims for product from aquaculture, in order to give recommendations for a successful communication strategy for German producers of fish from sustainable aquaculture.
The project combines qualitative and quantitative methods of consumer research. First, an inventory of existing labels and claims for sustainable aquaculture is conducted in 20 German retail outlets. For the most frequently used sustainability labels, it is then analysed how the respective organisations communicate the underlying production standards and control regimes on their websites and on product packages (step 2). The same sustainability labels and claims are also investigated with the method of think-aloud protocols conducted with 18 consumers (step 3). In focus group discussions, consumer views on and expectations from sustainable aquaculture are explored, including purchase motives and barriers (step 4). Afterwards, the results on consumer views (steps 3 and 4) are compared with the status quo of how sustainable aquaculture is communicated (step 2). Based on the identified potential for improvement, a quantitative study with 450 consumers is designed (step 6). In choice experiments, consumer preferences for labels and claims for fish from sustainable aquaculture are analysed. Subsequent structured interviews provide further insights into consumer trust in different sustainability labels and claims as well as declarations of origin. Finally, the project results are discussed in a workshop with producers of fish from sustainable aquaculture, food retailers and representatives from organic farmers’ associations.