ABSTRACT European consumers prefer wild over farmed aquatic food and consider it healthier and tastier. Consumers are increasingly paying attention to sustainability and welfare of farmed fish. Such expectations might be met by organic certification, but this represents a cost for the producer. It is crucial to know consumer habits about farmed aquatic food consumption and willingness to pay for certification. Data about Italian consumers’ preferences regarding farmed organic aquatic food were collected by an online questionnaire. A total of 8,657 answers were analyzed, patterns associated with demographics were investigated, and the degree of correlation among answers was calculated. The majority (75%) of family units buy less than 2 kg of farmed aquatic food per month, spending on average 20–50 €. About 40% never consume organic aquaculture products because of lack of knowledge, unavailability, and high price. Slightly over half (55%) of consumers, regardless of age, sex, and area, were willing to pay a premium price for organic-certified aquatic food, seen as antibiotic free, traceable, and sustainable. Organic food in general is well known, and distrust is the main reason that consumers avoid it, while organic aquatic food is still in its infancy, and lack of knowledge is associated with low consumption.

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消费者对养殖海鲜的偏好：意大利案例研究

摘要 欧洲消费者更喜欢野生而不是养殖的水产食品，并认为它更健康、更美味。消费者越来越关注养殖鱼类的可持续性和福利。有机认证可能会满足这种期望，但这代表了生产者的成本。了解有关养殖水产食品消费的消费者习惯和支付认证费用的意愿至关重要。意大利消费者对养殖有机水产食品的偏好数据是通过在线问卷收集的。总共分析了 8,657 个答案，调查了与人口统计相关的模式，并计算了答案之间的相关程度。大多数（75%）家庭单位每月购买的养殖水产食品少于 2 公斤，平均花费 20-50 欧元。大约 40% 的人从不消费有机水产养殖产品，因为缺乏知识、无法获得和价格高昂。略超过一半 (55%) 的消费者，无论年龄、性别和地区，都愿意为有机认证的水产食品支付高价，这些食品被视为不含抗生素、可追溯且可持续。有机食品总体上是众所周知的，不信任是消费者回避它的主要原因，而有机水产食品还处于起步阶段，缺乏知识与低消费有关。