A multi-method approach to assessing consumer acceptance of sustainable aquaponics

Aquaponics is a sustainable production method of co-cultivating fish and vegetables in a water-recirculating system that resembles a natural ecosystem. For aquaculturists to embrace aquaponics technology, understanding marketing positioning for both aquaponic fish and vegetables is crucial. While prior research suggests highlighting aquaponic fish's environmental benefits may improve consumer perceptions, marketing strategies for aquaponic produce remain underexplored. This research addresses consumers' concerns and identifies key communication elements that enhance consumers' sensory liking and willingness-to-pay (WTP) for aquaponic produce. Employing a multi-method approach, we conducted a taste test of 191 consumers (Study 1) to assess consumers' actual tasting experience of aquaponic produce and a choice-based conjoint analysis of 986 consumers (Study 2) to quantify their WTP. The results show that innovative aquaponics has no adverse effect on consumers' sensory liking when properly defined with a sustainability focus. Strategically aligning aquaponics benefits message focus (eco-friendly versus clean-and-safe) with consumer motivational factors (environmental concern versus health consciousness) increases sensory liking and WTP. Environmental-conscious consumers have a greater sensory liking for aquaponic produce promoted as eco-friendly but not clean-and-safe. Environmental- and health-conscious consumers have a higher WTP for eco-friendly focused aquaponic than field-grown produce. Health-conscious consumers have a higher WTP for clean-and-safe focused aquaponics. While consumers generally value local and small family farm aquaponics attributes over an organic attribute, the effect varied by their motivational factors. These findings provide insights for aquaculturists to strategically position aquaponics, supporting the transition towards more sustainable food production and consumption amid growing global food demands.