Environmental and animal welfare issues in food choice The case of fanned fish

摘要

Purpose - The primary purpose of this study is to investigate whether welfare issues are importantrnto consumers also relating to fish. Second, it aims to identify segments based on animal and fishrnwelfare issues, environmental concerns and ambivalence about farmed fish.rnDesign/methodology/approach - A questionnaire was designed to investigate consumers'rnconcern for environmental and animal and fish welfare issues together with variables used inrnprofiling segments in the study. The measurement scales used here are adapted from validated scalesrnin previous studies. The survey was conducted in Valencia, Spain, among 450 randomly-chosenrnrespondents.rnFindings - Animal welfare issues related to farmed fish do not seem to be important for thernconsumers in Valencia. There are, however, differences among the consumers relating to generalrnenvironmental and animal welfare concern, and ambivalence. Three segments were identified: thernunconcerned (27 per cent), the wild fish concerned (34.5 per cent) and the ambivalent (38.5 per cent).rnAttitudes toward farmed fish, the importance of natural food and social class were most important inrnprofiling differences between clusters.rnPractical implications - The findings indicate that the animal welfare issue has not yet become arnbarrier for farmed fish in Valencia. The results may help fish-farming companies to find their targetrngroup among the consumers, based on environmental and animal welfare issues. The results alsornindicate that there are consumers who are somewhat ambivalent about farmed fish. For this group,rnmore information and knowledge can change their attitudes so they become more positive towardrnfarmed fish in the future.rnOriginality/value - The paper provides useful information for fish-farming companies or thernauthorities planning healthy-eating campaigns targeting fish.