Advancing towards plastic-free mussel farming: consumer preferences and willingness to pay

Introduction Constant population growth has brought the need to rethink consumption and raw material supply models to the forefront of public debate. In recent years, debate has heated up around the paradigm shift needed in diets, which over the years have focused on the constant replacement of what were considered low value-added raw materials, such as starch-based products, with high value-added products, such as meat. This phenomenon, repeatedly highlighted in behavioural literature, such as Engel's law, has led to excessive pressure on the environment and the adoption of a productivist and unsustainable approach. Since the 1990s and subsequently in 2000, the European Union has embarked on a paradigm shift towards a multifunctional approach that allows humans to enhance the economic value of food production, as well as its role in the regeneration of soils and overexploited natural capital. On this issue, the marine environment has always been a focus of attention, with over-exploitation of resources by the fishing industry. For these reasons, in recent years, European public policies have increasingly focused on the aquaculture sector, which can, on the one hand, offer increasingly sustainable solutions for food diets and, on the other, offer innovative solutions for the restoration of marine ecosystems. This study examines consumer attention towards mussels, with a focus on their willingness to pay for mussel products produced using low environmental impact nets. This study starts from the hypothesis that increased awareness of the environmental benefits of adopting nets made of recycled, biodegradable, and compostable materials may positively influence consumer behavior, encouraging them to prefer mussels reared with such practices even at a higher price. In this context, the study aims to fill a gap in the existing literature by analyzing the preferences of Italian consumers, within the LIFE Muscles project. Background In 2022, aquatic products, including “bivalves, mollusks and invertebrates”, constituted a mainstay of the European diet, with an apparent consumption of about 682,454 tons, representing a per capita consumption of about 1.53 kg. In particular, the consumption of mussels was about 1.21 kg per capita, highlighting their role among the most popular seafood products among European consumers. In Italy, annual seafood consumption was around 30.01 kg per capita, significantly higher than the European average of 23.51 kg. The species most chosen and consumed by Italian households were sea bream and mussels (Mytilus spp.) (Eumofa, 2024). Understanding the mental processes behind consumer behavior is key, as choices are shaped by various cultural, economic, and temporal factors (Kopetz et al., 2012). Numerous studies have explored what drives consumer preferences, especially for seafood, highlighting contextual elements like availability and supply chain trust (Cantillo et al., 2021). These factors are often grouped into search (e.g., price, appearance), experience (e.g., taste, freshness), and credence attributes (e.g., healthiness, sustainability) (Carlucci et al., 2015). Specific research on farmed mussels has examined physical traits, sensory qualities, product formats, and price (eg. Oliva et al. 2019). Building on this literature, the present study investigates Italian consumers’ preferences, including underexplored belief-related attributes that may significantly influence mussel purchasing decisions. Method Pricing a product and understanding consumers' price sensitivity is crucial to assessing the acceptability of a product on the market. A practical method for analyzing these aspects is the Pricing Model developed by Dutch economist Peter van Westendorp in the 1970s (Van Westendorp, 1976). This approach makes it possible to indirectly measure the price sensitivity of consumers using a questionnaire structured with a few questions without explicitly asking for a maximum price willing to pay. In order to investigate Italian consumers’ price perceptions and sensitivity towards farmed mussels, this analysis was conducted using data collected from a sample of around 200 respondents. The collection is ongoing during the Project phase, representing preliminary results. Participants were asked to indicate the price at which they would consider farmed mussels to be (1) too cheap to guarantee acceptable quality, (2) a bargain but still acceptable, (3) expensive but still acceptable, and (4) too expensive to consider purchasing. Results The analysis identified a consumer-acceptable price range for farmed mussels between €3.50/kg (PMC) and €7.80/kg (PME). The Optimal Price Point (OPP) was €5.40/kg, representing the balance between affordability and quality, while the Indifference Price Point (IPP) was slightly higher at €5.90/kg. The €0.50 difference between OPP and IPP defines the “stress price range,” indicating moderate price sensitivity. The calculated Stress Factor (SF) of 11.6% suggests limited flexibility for price increases without risking consumer resistance. These findings highlight the importance of pricing strategies that align with perceived value to optimize sales and consumer satisfaction. References Cantillo, J., Martín, J. C., & Román, C. (2021). Determinants of fishery and aquaculture products consumption at home in the EU28. 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