Consumer attitude towards eco-innovative seafood products

Course Description

The European Union is one of the most relevant world’s markets for Fishery and Aquaculture Products (FAP), in terms of consumption and economic relevance. Despite being a globally relevant producer, the EU demand is such significant that can be fulfilled and sustained only through imports from outside the Union. As a matter of fact, the EU fish-balance position is being a net importer whose specific commercial deficit for FAP’s amounted at around 21 billion Euros during 2019 (Eumofa, 2020). However, European markets do not share the same characteristics on fish catches and consumption and should be considered, for a deeper understanding, as separated but highly interrelated markets.

Course Objectives

This course aims to provide a comprehensive understanding of the main recent consumers’ trends by exploring appreciation and concerns of customers regarding relevant attributes of seafood, such as Quality, Sustainability and Local Production. Specifically, you will learn about: the general consumer attitudes towards seafood (main drivers and barriers to seafood consumption) the reaction of consumers on specific new proposed eco-innovative products, in terms also of willingness to buy and willingness to pay the perceived importance of ecologic/sustainable choices inside fishery supply chain by consumers (e.g., certifications)