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<p>Along with growing consumer awareness about the impact of food on health, there is a trend towards increasing fresh fish consumption. At the same time, the demand for organic food is increasing in the modern market. Although fruits, vegetables and nuts have the biggest share in the organic food market in Europe, the aquaculture production of organic fish is also growing. Therefore, the main aim of this study is to explore the knowledge and perception of Croatian consumers about fresh fish from organic farming. An online and face-to-face survey was conducted on a sample of 303 respondents. Data analysis (univariate and bivariate) was performed using SPSS Statistics for Windows. Most consumers have medium and low subjective knowledge about fresh fish from organic farming, and objective knowledge about fresh fish from organic farming is low. Only half of the consumers are aware that they can buy fresh fish from organic farming in the domestic market. Half of the consumers have already consumed fresh organic fish, and half are willing to pay a higher price for fresh fish from organic farming. Compared to fresh fish from conventional farming, respondents consider fresh organic fish to be healthier, tastier and to have less fat, but also more expensive and less available.</p>
</abstract>

Along with growing consumer awareness about the impact of food on health, there is a trend towards increasing fresh fish consumption. At the same time, the demand for organic food is increasing in the modern market. Although fruits, vegetables and nuts have the biggest share in the organic food market in Europe, the aquaculture production of organic fish is also growing. Therefore, the main aim of this study is to explore the knowledge and perception of Croatian consumers about fresh fish from organic farming. An online and face-to-face survey was conducted on a sample of 303 respondents. Data analysis (univariate and bivariate) was performed using SPSS Statistics for Windows. Most consumers have medium and low subjective knowledge about fresh fish from organic farming, and objective knowledge about fresh fish from organic farming is low. Only half of the consumers are aware that they can buy fresh fish from organic farming in the domestic market. Half of the consumers have already consumed fresh organic fish, and half are willing to pay a higher price for fresh fish from organic farming. Compared to fresh fish from conventional farming, respondents consider fresh organic fish to be healthier, tastier and to have less fat, but also more expensive and less available.

Consumer Knowledge and Perception about Fresh Fish from Organic Farming in Croatia

University of Zagreb Faculty of Agriculture

Department of Fisheries, Apiculture, Wildlife Management and Special Zoology

Croatian Journal of Fisheries

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Along with growing consumer awareness about the impact of food on health, there is a trend towards increasing fresh fish consumption. At the same time, the...

Consumer Knowledge and Perception about Fresh Fish from Organic Farming in Croatia

Published Online: Feb 27, 2022

Page range: 7 - 16

Received: Jul 12, 2021

Accepted: Nov 08, 2021

DOI: https://doi.org/10.2478/cjf-2022-0002

Keywords
fresh fish, organic fish farming, consumers, survey

© 2022 Marina Ferfolja et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumer Knowledge and Perception about Fresh Fish from Organic Farming in Croatia

Published Online: Feb 27, 2022

Page range: 7 - 16

Received: Jul 12, 2021

Accepted: Nov 08, 2021

DOI: https://doi.org/10.2478/cjf-2022-0002

Keywordsfresh fish, organic fish farming, consumers, survey

© 2022 Marina Ferfolja et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
fresh fish, organic fish farming, consumers, survey