Investigation of Consumer Attitude Toward RAS-Produced Fish
Translated title
: In Pursuit of a Viable Price Premium
Author
Larsen, Jesper Ekmann
Term
4. term
Publication year
2014
Submitted on
2014-02-28
Pages
132
Abstract
This thesis examines Danish consumers’ attitudes toward fish produced in recirculating aquaculture systems (RAS), along with purchase intentions and willingness to pay a price premium. Using a modified Theory of Planned Behavior, the study surveys 238 respondents who first evaluate a hypothetical RAS product based on packaging attributes and then assess RAS as a production method relative to alternatives. An informational fact sheet describing four common production methods is introduced to test the effect of transparency. Findings indicate that health-related attributes are valued more positively than sustainability and animal welfare claims, personal norms are more strongly linked to purchase intention than social norms, and general organic food consumption is positively associated with intention to buy RAS fish. Overall, RAS is rated most favorably on all measured parameters; additional information does not diminish this positive view but increases willingness to pay a premium—especially the share willing to pay up to 100% more. A demographically distinct segment responds particularly well to greater transparency, suggesting opportunities for targeted marketing. Because generalizability to neighboring markets is uncertain, further cross-market research is recommended to enable effective, market-specific strategies.
Dette speciale undersøger danske forbrugeres holdninger til fisk produceret i recirkulerende akvakultursystemer (RAS) samt deres købsintention og villighed til at betale en prispræmie. Med udgangspunkt i en modificeret Theory of Planned Behavior indsamles data via et spørgeskema blandt 238 respondenter, der først vurderer et hypotetisk RAS-produkt ud fra produktattributter på emballagen og dernæst vurderer RAS-produktionsformen i forhold til alternative metoder. En oplysningsside, der beskriver fire udbredte produktionsformer, præsenteres for deltagerne undervejs for at teste effekten af information. Resultaterne viser, at sundhedsrelaterede produktattributter vurderes mere positivt end bæredygtighed og dyrevelfærd, at personlige normer har stærkere sammenhæng med købsintention end sociale normer, og at generelt økologiforbrug er positivt forbundet med intentionen om at købe RAS-fisk. RAS vurderes samlet set mest positivt på alle målte parametre, og yderligere information ændrer ikke denne positive opfattelse, men øger villigheden til at betale en prispræmie—særligt andelen, der vil betale op til 100 % mere. En demografisk afgrænset forbrugergruppe reagerer især positivt på øget gennemsigtighed, hvilket peger på potentiale for målrettet markedsføring. Da generaliserbarheden til nabolande er usikker, anbefales yderligere markedsundersøgelser på tværs af markeder for at understøtte effektive, markedspecifikke strategier.
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