An empirical study on consumer acceptance of farmed fish fed on insect meals: the Italian case

Abstract Aquaculture is assuming ever more importance in diminishing the pressure on wild stocks in the seas and to satisfy the demand of fish worldwide. Prices of feed used in farming fish are increasing, due to the rise in demand. Research on sustainable sources of feed was recently intensified, and insects as meal to substitute soybean and fish meals and fish oils seems a promising field. In particular, only very few papers have explored consumer interest in fish feed. The objective of this study is to explore the attitude and behavior of Northern-Italian consumers of farmed fish fed on insects considering the different phases of the purchasing process: from a general claim to interest in sustainability about the use of marine resources to the attitude in to eating finfish products if fed on insect meals and finally to the decision to purchase. In particular, the study utilizes a quantitative research methodology to explore factors affecting the gap between consumer intention and consumer behavior. Results indicate almost 90 % of consumers have a positive attitude to insect meal as feed and most of the respondents intend to purchase and eat farmed fish even though fed with insect meals. Moreover, interest is mainly affected by socioeconomic variables, knowledge of the issue and the interest attributed to origin and certification. Positive attitude is mainly influenced by interest in this issue and variables linked to appearance and price, whereas the willingness to buy fish fed on insect meals is closely linked to the importance of price and expected price for this kind of fish.