Identifying key factors driving public opinion of salmon aquaculture

Abstract

Salmon farming has become a controversial topic, with public opposition and conflicts challenging the sustainability of the sector. As a result, a deeper understanding of public perceptions and factors influencing opinions becomes critical for developing sustainable and socially acceptable aquaculture. Based on previous social acceptance literature, this research aimed to investigate the influence of potential motivators on opinion towards salmon aquaculture. In a case study of rural and urban Nova Scotians, 495 people provided their perceptions of salmon aquaculture. Moreover, geographical factors, socio-demographics, and contextual factors were investigated. Geographic differences in factors and attitudes across urban and rural groups suggest an important mediating influence of residence type (urban and rural) on opinion. Ordinal regression analysis found that opinion was primarily influenced by individual characteristics and perceptual variables, i.e., age, environmental value orientation, salmon consumption patterns, perception of risks, and trust in government. Of minor importance were exposure and knowledge of salmon farming. The model indicates respondents who are older, have strong relational values with the ocean, high perception of risks and are distrustful of government are more likely to express negative attitudes towards aquaculture. This study emphasizes the need to recognize that opinion is nuanced, and deeply socially situated, based not only on individual trade-offs between economic benefits and environmental risks, but also on environmental values and relationships and trust regarding how aquaculture is managed. Further, this study highlights the importance of building public trust with decision-makers, along with continued mitigation of risks, in fostering more socially acceptable salmon aquaculture.