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Consumer preferences and communication of coastal fisheries Yvonne Feucht · Katrin Zander Thünen-Institute of Market Analysis Thünen-Institute of Market Analysis Bundesallee 50, 38116 Braunschweig Contact: Yvonne Feucht Phone: +49 531 5965338 E-Mail: [email protected] • Survey: Questionnaire + analysis of willingness to pay with contingent valuation approach • Representative online survey with 4103 participants in March 2016 • Countries: Finland-FI, France-FR, Germany- DE, Ireland-IR, Italy-IT, Poland-PL, Spain-ES and United Kingdom-UK • Representative for age and regional distribution in each country • 2/3 women, 1/3 men in each country • Fish consumers Methods This project has received funding from the European Union’s Horizon 2020 research and innovation program under grant agreement No 635188 Which approaches are promising for communicating products from coastal fisheries? • Highlighting the greater freshness of the product • Stressing the local origin of the product • Emphasizing the positive effects on the local economy and the preservation of fishing traditions Suggestions for communication • Use of short and concise claims which stress the freshness and local origin • Tell short stories which point out the contribution to the local economy and to the preservation of fishing traditions Communication Background Coastal fisheries with low economic viability due to high competition with large scale fishing industry Objectives • Identification of consumer preferences and willingness to pay for different forms of sustainable seafood production • Development of promising communication strategies Local and domestic production important to European consumers People were willing to pay a price premium of 12% on average for fish originating from coastal fisheries 15% of the consumers indicated small-scale coastal fisheries to be an important element of sustainable fisheries Consumer preferences and willingness to pay 0 2 4 6 8 10 12 14 16 18 20 DE ES FI FR IR IT PL UK sustainably locally coastal fisheries Figure 2: Additional willingness to pay for different fish attributes in % Question: How much would you be willing to pay for a fish that is caught…? 0 20 40 60 Healthier products Preservation of fishing traditions Generation of local jobs Shorter transport distances Support of local economy Greater freshness Question: Why is local origin important to you? Please indicate up to three reasons. Figure 1: Reasons for preferring local production in % Thünen- Institute %
