Introduction
Organic aquaculture has witnessed notable expansion and gained increasing scholarly and commercial interest, largely driven by escalating consumer demand for sustainably and organically certified aquaculture products. (Lembo and Mente, 2019) . In the European Union, despite the growing demand for organic aquaculture products, evidence suggests a deceleration in the sector’s growth, varying across countries and species. As environmental concerns and preferences for sustainable food sources increasingly influence consumer behavior, it becomes essential to understand consumer perceptions and purchasing patterns. Of particular importance is consumers’ willingness to pay (WTP) for organic aquaculture products, as it serves as a critical incentive for producers to adopt organic farming practices—practices that typically incur higher production costs than conventional methods.
Previous research conducted in Greece indicates that younger consumers with higher levels of education and income tend to be more aware of the benefits associated with organically farmed fish and seafood (Polymeros et al., 2014; 2015).
This study examines both the WTP among Greek consumers and the willingness of Greek producers to engage in the organic cultivation of seabream, seabass, and mussels.
Materials and Methods
This study utilizes data collected from structured surveys administered to both consumers and producers. Employing contingent valuation methodology, the research assesses consumers’ willingness to pay (WTP) for seafood products derived from three distinct production systems: conventional aquaculture, organic aquaculture, and wild capture. The analysis investigates the influence of consumers’ knowledge of organic aquaculture practices, their environmental attitudes, and their awareness of ecological issues on their purchasing preferences. Parallel to the consumer analysis, the study also examines producers’ willingness to engage in the production of seabream, seabass, and mussels under conventional and organic prodaction system, aiming to identify potential alignment or divergence between consumer demand and producer intent.
Results and Discussion
Altintzoglou et al. (2025) found that consumer awareness of aquaculture production systems remains generally low among European populations, despite widespread favourable attitudes toward sustainability in aquaculture. Their findings suggest the presence of a “halo effect,” whereby positive perceptions of organic food in general may be extending to organic aquaculture products, leading to increased acceptance despite limited knowledge. The present study adds to this discourse by offering a focused analysis of the Greek seafood market, elucidating key demand-side dynamics. The results provide insights for stakeholders—particularly producers, retailers, and policymakers—who are aiming to foster the development and adoption of sustainable organic aquaculture practices in Greece.
References
Altintzoglou , T., Canavari , M., Maesano, G., & Honkanen, P. (2025). Building trust: Consumer awareness, acceptance and attitudes related to European aquaculture and the potential effects of greenwashing. Aquaculture Economics & Management, 1–23. https://doi.org/10.1080/13657305.2025.2479607
Lembo, G., Mente E. (2019). Organic Aquaculture. Impacts and Future Developments. Sprigner. https://doi.org/10.1007/978-3-030-05603-2
Polymeros , K., Kaimakoudi , E., Schinaraki , M., & Batzios, C. (2015). Analysing consumers’ perceived differences in wild and farmed fish. British Food Journal, 117(3), 1007-1016
Polymeros , K., Kaimakoudi , E., Mitsoura , A., Nikouli, E., & Mente, E. (2014). The determinants of consumption for organic aquaculture products-evidence from Greece. Aquaculture Economics & Management, 18(1), 45-59. doi: 10.1080/13657305.2014.855954