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