Post on 08-Feb-2020
PUBLIC PERCEPTIONS AND
ATTITUDES TOWARDS
AQUACULTURE
Kwamena Quagrainie, Purdue University, IN
Outline
■ What are the Issues
■ What does the research say
■ It’s the messaging – Information & how it
is received
■ Changing public perceptions
Areas of Concern
■ Practice
■ Production
■ Product
About Aquaculture: Mostly Negative
About Product
“All things are subject to interpretation. Whichever interpretation prevails at a given time is a function of power and not truth.” ― Friedrich Nietzsche
Confused!
“The media, …, have embraced negative narratives about
aquaculture, and these have sown confusion in the minds
of consumers and increased their hesitancy to buy fish. …,
Skewed perspectives about aquaculture are now common
among Americans”Hargreaves, John A. (2017). The Stagnation of U.S. Aquaculture.
Editor’s Note, World Aquaculture, March 2017
Summarized fish consumption choice from toxicological, nutritional, ecological, and economic perspective
Reviewed published scientific literature, public health guidelines, and advisories related to fish consumption in the U.S.
Conclusions: Most guidance does not account for ecological and economic impact of fish
consumption. Better communication integrating the health, ecological, and economic
impacts of different fish choices (multiple impacts). Clear and simple guidance is necessary to effect changes in fish consumption.
Which Fish Should I Eat? Perspectives Influencing Fish Consumption Choices
Oken, E., Choi, A.L., Karagas, M.R., Mariën, K., Rheinberger, C.M, & Schoeny, R.
Environmental Health Perspectives; Jun 2012; 120, 6; ProQuest pg. 7901
Multinational quantification of relative sentiments and public opinions of
aquaculture
1,596 newspaper headlines from 26 developed countries & 42 developing nations,
1984 - 2015
Overall, developing regions have more positive than negative headlines than
developed countries. Generally positive over time.
USA - 1,585 public comments: offshore perceived negatively.
Public sentiment influenced by local environmental disasters; general environmental
concerns.
Froehlich, H.E., Gentry, R.R., Rust, M.B., Grimm, D., & Halpern, B.S. (2017). Public Perceptions of Aquaculture: Evaluating Spatiotemporal Patterns of Sentiment
around the World. PLoS ONE 12(1): e0169281. doi:10.1371/journal.pone.0169281
Conclusions:
Factors inhibiting informed discussion and decisions are lack of
applicable knowledge of aquaculture types, and local development
issues.
Better communication and investigation of the real versus perceived
impacts of aquaculture could aid in clarifying the debate about
aquaculture, and help support future sustainable growth.
Negative sentiments mostly driven by concerned citizens and
environmental groups, vs very few positives opinions from fishers.
Uchida, H., Roheim, C.A., & Johnston, R.J. (2017). Balancing The Health Risks And Benefits Of Seafood: How Does Available
Guidance Affect Consumer Choices. American Journal of Agricultural Economics, doi: 10.1093/ajae/aax025
Conclusion:
“These findings suggest that current guidance does not improve
consumers’ ability to balance health risks and benefits.”
Seafood industry emphasizes health benefits
Governmental advisory (FDA/EPA) focuses on mercury risk
The University card identifies the best & worst seafood
choices in terms of omega-3 and mercury content.
National Academy of Science presents info on omega-3
and mercury content, and left it up to the consumer to
interpret and balance
Contributing to the Confusion!Perceptions influence societal acceptanceMixed messages Media Fish consumption advisories Dietary guidelines & fish consumption Underlining issues - maximizing health, minimizing illness,
minimizing ecological impact, etc Scientific research Perceptions of benefit appear to be depressed by negative reporting
Policy
Perceptions influence policy
Production – USDA vs NOAA?
Inspection – FDA vs USDA?
Regulations – Several agencies regulate seafood relating to site selection,
pollution control, water quality, feed supply, and food safety, etc.
Species
Impact - Policy Public-supported research – SBIRs, NSF, NIFA, NOAA, etc
An Analysis of One Billion Dollars of Aquaculture Grants Made by the US Federal Gov’t 1990 – 2015
37 ROIDavid Love et al, Bloomberg School of Public Health, Johns Hopkins University
RegulationsThe Costs of Regulations on US Aquaculture (Baitfish & Sportfish Producers)Jonathan van Senten & Carole Engle
Private investments Offshore Aquaculture Organic Aquaculture Species – GMO, Invasives
Messaging!
Whose Voice is Being Heard?
Content of Message?Leveraging Societal Values - Marketing and information to
consumers should reflect values, e.g., safety & health, preparation, etc
Consumers may accept information which aligns with their existing
attitudes and beliefs
Consumers may reject as inaccurate, information which conflicts with
their pre-conceptions.
Content of Message?Better Understanding of Consumers – how do consumers respond to
and utilize information? The way consumers react to information is influenced by the form in which that information is provided & prior beliefs.
Health benefit vs risk avoidance, e.g.,
eating fish high in omega-3 could help reduce your risk of heart attack by as much as 30%.
failure to consume fish high in omega-3 could increase your risk of heart attack by as much as 30%.
Content of Message?Consumers are heterogeneous
Targeting demographics – how do different age groups receive and utilize information?
Older vs younger consumers and attitudes towards economic, environmental, & health issues
Human, societal & environmental welfare implications
Regional focus?
Economics of Information - Principles
Information, whatever its content, may be ineffective and can
potentially heighten rather than quell consumer concerns.
For uninformed consumers, new information heighten awareness,
but will not necessarily reduce the level of concern.
Economics of Information - Principles
Better informed consumers tend to be more accepting when
presented with short factual statements
Information on history can allay consumer fears by demonstrating
acceptance within society as a whole and the 'test of time'.
Changing Public PerceptionsWhat needs to change with the consumer to enable increased
demand?
What are consumers really thinking?
Where is the confusion on the part of the consumer?
What nebulous beliefs / perceptions do we need to clarify?
Have we communicated clearly and in simple terms to the
consumer?
Changing Public Perceptions Develop innovative forms of information streams to improve public
perceptions.
Address wider issues relating to consumer confidence in the seafood
supply chain as a whole.
Self-regulation and clear / visible industry efforts to consumers, can
enhance consumer confidence in the seafood supply chain.
Government’s role in developing and maintaining consumer confidence
through various policy and development contexts.
Changing Public PerceptionsStrategic with messaging to shape perceptions
Coordination / Cooperation in messaging?
National, Regional & Local levels
Governmental & Nongovernmental Agencies
Different groups purport to speak for the industry
Changing Public Perceptions
Generic vs specific species information
Seafood vs specific species, etc
Avoiding painting seafood with a broad brush
Striking a balance
Consumption advisory vs dietary guideline
Addressing imports vs domestic products issues
Seafood preparation?
Kwamena K. QuagrainieDept. of Agricultural Economics / IL-IN Sea GrantPurdue University, West Lafayette, INkquagrai@purdue.edu