Consumer attitudes towards organic fish

This paper is dealing with consumer’s attitudes to organic fish. It is part of the research project RobustFish. The overall aim of RobustFish was to strengthen the development of Danish organic aqua culture. Surveys performed among consumers showed that the knowledge about sustainability and organic fish is relatively fragmentary; e.g. stories from the media detached from the context “overfishing”, not healthy fish farmed in Asia etc. Very few consumers were able to identify specific rules for organic fish, and often they were mixed up with the MSC certification. The investigations showed that the perception of organic fish is influenced by their general perception of farmed fish and their perception of agricultural production. Many consumers have a negative perception of farmed fish and rank the production alongside the industrialized agriculture – often contradicting the catch of wild fish in the sea