Consumer knowledge and use of information about fish and aquaculture

This paper explores consumers' knowledge about fish and aquaculture and assesses the use and importance of different information cues about fish. Cross-sectional data were collected in 2008 through a consumer survey (n = 3213) in the Czech Republic, Germany, Greece, Italy, Portugal, Romania, Sweden and the UK. Consumers' knowledge about fish generally, and about aquaculture in particular, was relatively low and differed significantly between countries. Consumers from all countries reported an indication of quality and/or food safety as an information cue when buying fish. The information sources most frequently used by Europeans were labelling and sellers in retail or supermarkets. The Internet was identified by consumers in all of the countries as one of the most important sources of information about sea and freshwater fish products. Policy makers and food marketers are encouraged to develop a simple and easily recognisable mark (relating to quality, food safety and nutrition) to assist consumer decision-making. Information campaigns focusing on issues such as the nutritional benefits of eating fish are also recommended. (C) 2013 Elsevier Ltd. All rights reserved.