Consumer Perceptions of Aquaponic Systems

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HortTechnology, ISSN: 1063-0198, Vol: 27, Issue: 3, Page: 358-366

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Gianna Short, Chengyan Yue, Neil Anderson, Carol Russell, Nicholas Phelps
American Society for Horticultural Science
Agricultural and Biological Sciences
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Aquaponics, an integrated system with both hydroponic plant production and aquaculture fish production, is an expanding alternative agriculture system. Many key questions about the overall feasibility of aquaponic systems remain unanswered. Of particular concern for start-up and established producers alike are consumer perceptions and willingness to pay for aquaponic produce and fish. This study reports results and analysis of a consumer survey about perceptions and preferences for aquaponic-grown products that was conducted in Minnesota during Feb. 2016. Probit and ordered probit models are used to evaluate the probability of different consumer demographic segments having various levels of knowledge and perceptions about aquaponics. About one-third of respondents had previously heard of aquaponics, and upon learning more about the system through the survey, respondents tended to be generally neutral or favorable to aquaponics. Price might be an issue for many consumers, but many tend to believe that aquaponics can impact the environment in a positive way. The results represent a first step toward building knowledge about the potential consumer base for aquaponics, which is a critical piece in the system’s potential overall profitability. It appears that consumer education and marketing will be key for the expansion of the market.

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