Perceptions and preferences of consumers toward farmed and wild fish an empirical analysis

Abstract Understanding consumer preferences is essential to support the sustainable development of aquaculture. This study investigated factors influencing consumer preferences for farmed versus wild fish, focusing on demographic and experiential variables such as age, education, gender, hatchery visits, and religion. A systematic cluster sampling technique was used to collect data. Responses were gathered across 20 variables using structured questionnaires. Multiple correspondence analysis, agglomerative hierarchical clustering, and Fisher’s exact tests were conducted in R to identify patterns. The first dimension of the MCA explained 30.7% of total inertia, exceeding the reference value. Clustering on principal components categorized individuals into four distinct groups, and correlation ratios showed that the preference variable was strongly associated with the first dimension. Farmed fish preference contributed most to dimension 1. Fish eating frequency also contributed significantly to dimension 2. The Wilks test and Fisher’s exact test showed significant dependencies between age (p = .04), gender (p = .0006), and religion (p = .004) with preference reasons. The analysis revealed that age was the most influential factor affecting fish preference, frequency of consumption, and the most commonly consumed fish. Young and middle-aged adults preferred wild fish, while older individuals favored farmed varieties. Education level was not a significant factor, though highly educated individuals reported more frequent fish consumption. Gender differences were evident, with females favoring wild fish and males farmed. Hatchery visits and religious affiliation also influenced fish choices. These findings offer a holistic view of consumer behaviour and inform strategies for aquaculture sustainability.