Sustainable growth in the aquaculture industry presupposes stronger social anchoring in aquaculture producing countries, both locally and nationally. Improving social approval for aquaculture is a two-way process where society’s knowledge about and understanding of the aquaculture industry need to be strengthened, while the industry must acknowledge its social responsibility and respond to signals from society. In Norway as well as in other countries, we do know that the industry’s social anchorage is surprisingly weak compared to other types of food production. However, we have less knowledge of how social approval and trust towards the industry is distributed in the public, how/whether this is linked to misconceptions, lack of knowledge, poor dialogue between the industry and the public, different values, and/or the influence of economic benefits on different societal levels. Other mechanisms expected to influence a social license include environmental impacts, the character of the relationship between a company and the community (e.g. business strategies for enticing support), and the role of media and public authorities in co-producing/dismantling a social license. Finally, research indicates that lack of a social license may result in public opposition with a high level of conflict. A social license may deteriorate if activities are deemed unacceptable or dubious, and stakeholder groups may protest or engage in other ways against the activities and actors involved (Kelly et al., 2017, 2018; Leith et al., 2014; Syn, 2014). How this plays out related to the aquaculture industry is uncertain, but conflict and opposition may affect perception of the industry and specific companies, their framework conditions, and can even affect stock prices and consumption.
Studies of social license in aquaculture have not been done in a Norwegian or an Icelandic context earlier, but has been more prevalent in other aquaculture regions, such in Tasmania (Alexander & Abernethy, 2019), Scotland (Whitmarsh & Palmieri, 2009; Whitmarsh & Wattage, 2006), Greece (Katranidis et al., 2003), Australia (Leith et al., 2014), Canada (Rayner & Howlett, 2007), and New Zealand (Quigley & Baines, 2014). In Norway, some studies relevant for a social license have been carried out, i.e. surveys from the Norwegian Seafood Council (kyst.no, 2016) portraying the vulnerable reputation of the industry, as opposed to salmon as a product. Other studies (Aanesen et al., 2018; Robertsen et al., 2012) show a greater resistance towards the aquaculture industry in urban vs. rural areas. Historically, the term social license, or social license to operate was used for industrial activities (often mining) in countries with relatively weak regulations, in an attempt to create legitimacy for industry in the absence of well-established formal institutions. In recent years, the concept of social license is increasingly applied to different types of industries. However, literature providing insight into the application of social license within the marine sector is limited. It is still considered an emergent concept and there are considerable research gaps (Kelly et al., 2017).
Data for this paper and presentation is based on a survey conducted in Norway (N=1183), Iceland (N=496) and Tasmania (N=406) comprising 2085 responses. The survey investigates the general perception towards aquaculture in these three countries/regions and compares these to background variables such as age, gender, income, and education level. A comparison to respondents’ general trust in the national governance system, concern with environmental issues, knowledge/familiarity with aquaculture production, and with aquaculture companies (i.e. living in close proximity) is conducted.
Findings show in general a positive perception towards aquaculture. We also find that trust in public regulation of the industry corresponds with belief in the accountability of the industry. Our assumption that perception towards the industry is conditioned by how the public perceive that the industry is regulated and controlled is confirmed. In terms of negative perceptions, these are linked to environmental sustainability. Findings also point to comparative differences between Norway, Tasmania and Iceland, with regard to knowledge and familiarity of the industry, and acceptance.
Drawing on these findings, we discuss the determinants and mechanisms of a social license in aquaculture comparing data between Norway, Tasmania and Iceland. The influence of media and public authorities’ role in co-producing/dismantling a social license is emphasized.
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