CONSUMERS’ PERCEPTION OF NEW AQUACULTURE TECHNOLOGIES
Introduction
In recent years, several aquaculture technologies have been implemented by some producers. Considering that consumers tend to be concerned about the use of new technologies in food production
, it is of great interest to know how they perceive them . Understanding consumers’ perceptions, feelings, and opinions is a key element in designing communication and marketing campaigns and in providing guidelines for producers and policymakers , with the ultimate goal of improving the overall perception of aquaculture and aligning it with the green deal strategy.
This study aimed to understand European consumers’ perception of new production systems and new managing technologies applied in the aquaculture industry.
Materials and methods
One focus group was carried out in each of the three EU countries under study (France, Italy, Spain) . Between seven and eight participants took part in each focus group. Participants met the criteria of being 50% women, older than 18 years old, responsible for food purchase and preparation within their household , and fish consumers (≥ once a week).
During focus group discussion, consumers were asked about their perceptions of different aquaculture production systems (Aquaponics , Recirculating Aquaculture Systems (RAS), Biofloc Technology (BFT)) and new aquaculture managing technologies (Artificial Intelligence (AI) , Electrochemical biosensors, Prediction models) , all of them explored within the NewTechAqua project (European Commission, Horizon 2020 , No. 862658). Sessions were audio/ video recorded for further analysis. A subsequent content analysis procedure was carried out to synthesize the main insight that came out during sessions.
Results
A summary table of consumers’ perceptions about different aquaculture production systems and managing technologies is shown in Table 1. A s a general trend and, as expected, there is a widespread lack of knowledge of all the technologies presented.
Aquaponics was perceived rather positively. Some participants related it with the concept of ‘hydroponics’ and other plant growing techniques. Natural, sustainable, and environmentally friendly also came out , in addition, avoiding wastes and clean were mentioned. RAS perception was twofold. Participants rejected if it means dirty and not renewed water and appreciated if it means water filtration, recycle water, sustainability , ecological, etc. Biofloc technology was perceived unanimously as positive. The main reason is its name, as the prefix ‘bio’ generates good feelings among participants.
AI was probably the most known technology, and its perception was generally positive. Future, automation, and control were the most cited terms. AI suggested better management, keep standards, mass production, and clean the sea. However, in France, some level of distrust came out due to the relative novelty of this technology. Electrochemical biosensors were mainly associated with control (i.e., fish, water, production). Most participants showed a lack of knowledge about this technology. Finally, Prediction models were perceived rather positively. Control was frequently mentioned (i.e., production, quality, economic) , as well as better management and yields . Overconsumption and sustainability aspects also came out.
Conclusions
Understanding consumers’ perception, feeling, and opinions of new aquaculture production systems and new aquaculture managing technologies should be the basis for future communication and marketing campaigns in order to promote their general acceptance, especially in those aspects identified as more controversial. Consumers’ knowledge and understanding of the new aquaculture production systems and managing technologies seems to be the key element in guaranteeing their acceptance.
References
Yeung, R.M.W., Morris, J., 2001. Food safety risk: consumer perception and purchase behaviour. Br. Food J. 103, 170–186.
