A cross-sectional study in Mediterranean European countries to support stakeholders in addressing future market demands: Consumption of farmed fish products

Aquaculture is now a viable alternative to help depleted wild fish stocks and encourage the production of alternative animal protein sources. However, studies have shown that farmed fish has a less positive image in consumers than wild fish. The present study investigates the aspects that most influence the consumption choices of some of the most farmed species in the Mediterranean, sea bass and sea bream. The objective is to analyse the habits and preferences of consumers of these products in Mediterranean countries to identify homogeneous and transversal behaviours in the four countries under analysis in order to recognise common marketing actions and levers. To achieve it, a direct survey was conducted on a representative sample of 6117 consumers from France, Spain, Greece and Italy. The cluster analysis carried out for the four countries revealed 11 well-defined consumer profiles. They showed that different socio-economic characteristics, purchasing habits and product attributes explain a significant part of consumption choices and offer key information for exploring food consumer attitudes. In addition, the role of labelling in consumer behaviour is important to understand which aspects consumers pay more attention to when making their choices, representing a discriminating factor in segmenting respondents' profiles. Understanding these preferences, and the importance of certain information, can be useful to intercept and respond to market demands and to improve consumer confidence in farmed fish products.