Does fish origin matter to European consumers?: Insights from a consumer survey in Belgium, Norway and Spain

Purpose – This study aims to gain insights into the relevance and market potential of fish origin (farmed or wild) among consumers in Belgium, Norway and Spain.Design/methodology/approach – Cross‐sectional data were collected through a consumer survey (n=1,319), conducted in November‐December 2007 in three European countries: Belgium, Norway and Spain. The study describes personal and food characteristics, as well as consumer attitudes and knowledge related to fish origin. Further, these characteristics were analysed in terms of their impact on the choice of either farmed or wild fish, using bivariate analyses.Findings – In general, European consumers have little knowledge or awareness regarding the origin of fish. This results in uncertainty in consumers' perception of farmed fish in particular. The study is in line with previous ones suggesting that perceptions of aquaculture and farmed fish are based more on emotions than on rational considerations. Still, the perception of farmed fish is positive in g...