Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More?
Abstract
:1. Introduction
2. Materials and Methods
3. Results
3.1. Subject Characteristics
3.2. Influence of Descriptive Labelling on Liking and Willingness to Pay
3.3. Sustainability, Health, and Taste Focused Consumers
4. Discussion
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Label Type | Description |
---|---|
Social responsibility | This unique salmon has been farmed with a novel feed developed to maximise the social responsibility, and the overall ethical quality, of the entire production cycle; ingredients used were preferentially locally produced and all produced and purchased under fair trade conditions, greatly supporting local and regional communities by providing premium prices to farmers, that guarantee safe working conditions and fair remuneration for their employees. |
Flavour | This unique salmon has been farmed with a novel feed developed specifically towards improving the flavour and taste of its fillet; the feed has been carefully formulated via also the expert support of high quality selected chefs, to highlight fresh sea aroma of salmon fillet, improving its firmness, juiciness, brightness and brilliant colour, and making this salmon perfectly delicious, rich, flavourful and succulent. |
Sustainability | This unique salmon has been farmed with a novel feed developed specifically towards improving its overall sustainability; only certified and sustainably sourced agricultural products and no wild caught marine products, have been used to formulate this feed; with focus on the feed overall digestibility and nutrient bioavailability and resulting in no nitrogen nor phosphorus wastes being released into the ocean and rivers. |
Nutrition/Health | This unique salmon has been farmed with a novel feed developed specifically towards improving the nutritional qualities of its fillet; a lean product, rich in protein of high biological value, packed with antioxidants, essential trace elements and the entire suite of vitamins, and an abundance of beneficial long chain omega-3 fatty acids, making this salmon the most nutritious and healthy of all superfoods. |
Overall | Health Focused (n = 59) 1 | Taste Focused (n = 68) | |
---|---|---|---|
Age (yrs) | 23 ± 3.9 | 23 ± 3.4 | 23 ± 3.4 |
Male | 9% (11) | 5.1% (3) | 6% (4) |
Female | 91% (108) | 95% (56) | 94% (64) |
<1/Month | 1–3/Month | 1/Week | 2/Week | 3–4/Week | 5–6/Week | Every Day | |
---|---|---|---|---|---|---|---|
Raw (including sushi) | 47.9% | 29.4% | 10.9% | 5.9% | 5% | 1% | 1% |
Steamed, grilled or baked | 14.3% | 37.8% | 26.9% | 13.4% | 6.7% | 1% | - |
Fried (including take away) | 63.9% | 27.7% | 6.7% | 1.7% | - | - | - |
Canned (salmon, tuna, sardines, etc.) | 34.5% | 23.5% | 21.0% | 13.4% | 7.6% | - | - |
Sustainability 1 | Flavour | Health/Nutrition | Social Responsibility | |
---|---|---|---|---|
Not important at all | - | - | - | 0.8% |
Not important | 5.0% | - | - | 5.0% |
Between not important and important | 34.5% | 5.0% | 3.4% | 32.8% |
important | 47.9% | 41.2% | 46.2% | 51.3% |
Very important | 12.6% | 53.8% | 50.4% | 10.1% |
Sustainability 1 | Flavour | Health/Nutrition | Social Responsibility | |
---|---|---|---|---|
Never | 26.9% | 4.2% | 1.7% | 24.4% |
Sometimes | 45.4% | 5.0% | 9.2% | 36.1% |
Often | 23.5% | 23.5% | 42.9% | 29.4% |
Always | 4.2% | 67.2% | 46.2% | 10.1% |
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Liem, D.G.; Turchini, G.M.; Wanich, U.; Keast, R. Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More? Sustainability 2018, 10, 2397. https://doi.org/10.3390/su10072397
Liem DG, Turchini GM, Wanich U, Keast R. Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More? Sustainability. 2018; 10(7):2397. https://doi.org/10.3390/su10072397
Chicago/Turabian StyleLiem, Djin Gie, Giovanni M. Turchini, Uracha Wanich, and Russell Keast. 2018. "Sustainability Descriptive Labels on Farmed Salmon: Do Young Educated Consumers Like It More?" Sustainability 10, no. 7: 2397. https://doi.org/10.3390/su10072397