Policy initiatives towards enhancing consumer knowledge and tackling consumer confusion in aquaculture sector

Abstract

Aquaculture sector is considered an important economic activity both at global and European levels. It contributes in food security, employment, and social cohesion especially in coastal areas. Furthermore, it provides high nutritional value products and plays a significant role in constant supply of fish products in the market. However, major marketing challenges are observed within the sector. Particularly, product communication is considered a major marketing issue as it has been indicated by a plethora of studies. Notably, it has been observed that there is a higher consumer preference of captured fish versus farmed fish, especially in coastal areas. This is due to the fact that there is a substantial consumer knowledge gap regarding aquaculture production process. Interestingly, this is also being observed in organic aquaculture sector, indicating a substantial consumer knowledge gap and consequently consumer confusion unable to identify the added value of organic aquaculture products. Therefore, the present study aims to review the literature regarding consumer knowledge and confusion in aquaculture production. Thus, a scoping review of research was conducted based on systematic search from relevant research, review articles, and online documents. Policy and marketing strategy recommendations are provided on how to improve consumers’ knowledge and consequently how to tackle consumers’ confusion regarding sustainability production practices.