From myths to reality: how to communicate aquaculture Authors Lourdes Reig Universitat Politècnica de Catalunya; Centre de Recerca en Economia i Desenvolupament Agroalimentari (CREDA-UPC-IRTA) Rosa Flos Universitat Politècnica de Catalunya Keywords: aquaculture, perception, consumers, communication, sustainability. Abstract Aquaculture is a complex and diverse sector which now accounts for 53 % of the world’s fish food products. An improvement effort has been made to develop a sustainable and responsible aquaculture, an effort which has not always been correctly presented. Industry, academia and administration have often adopted a defensive attitude. When making a purchase decision, consumers find it hard to understand what an aquaculture product offers in terms of quality, environmental impact or animal welfare. The perception of a lack of information on the part of consumers has been considered a bottleneck for the full development of the sector. The information sources used by consumers (retailers, certifications, press) have not helped to improve this perception. As a starting point, this paper recommends a positive vision that emphasizes aquaculture’s benefits for the consumer (quality, traceability, sustainability).Keywords: aquaculture; perception; consumers; communication; sustainability. Downloads Download data is not yet available. Downloads PDF (Català) Issue Vol. 70 (2020) Section Destacats de recerca License The intellectual property of the articles belongs to the respective authors. At the time of submitting the articles to Treballs de la Societat Catalana de Biologia, authors accept the following terms: — Authors assign to the SCB (a subsidiary of the Institut d’Estudis Catalans) the rights of reproduction, public communication (including communication through social networks) and distribution of the articles submitted for publication to Treballs de la Societat Catalana de Biologia, in any form and medium, including digital platforms. The Publications Committee reserves the right to accept or refuse submitted articles and the right to make any editorial changes it deems appropriate. If the suggested changes are accepted by authors, they should re-submit the article with such changes. — Authors answer to the SCB for the authorship and originality of submitted articles. In other words, authors assure that submitted articles do not contain fragments of works by other authors or fragments of their own previously published works; that the content of articles is original, and that the copyright of third parties is not infringed upon. Authors accept this responsibility and undertake to hold harmless the SCB for any loss or damage resulting from non-compliance with this obligation. Furthermore, they should include a statement in articles submitted to the journal regarding their responsibility for the content of the articles. — Authors are responsible for obtaining permission for the reproduction of all graphic material included in articles, and they should moreover ensure that images, videos, etc., have been created with the consent of the individuals appearing in them, and that material belonging to third parties is clearly identified and acknowledged as such within the text. Likewise, authors should provide the respective consents and authorisations to the SCB when submitting articles. — The SCB is exempt from any liability arising from the possible infringement of intellectual property rights by authors. In all cases, it undertakes to publish corrections, clarifications, retractions and apologies, if necessary. — Unless otherwise stated in the text or in the graphic material, the contents published in the journal are subject to an Attribution - NonCommercial - NoDerivs 3.0 Spain (by-nc-nd) license from Creative Commons, the full text of which may be consulted at https://creativecommons.org/licenses/by-nc-nd/3.0/es/deed.en. Therefore, the general public is authorised to reproduce, distribute and communicate articles as long as their authorship and publishing entity are acknowledged, and no commercial use is made of them nor derivative work produced from them. — The journal is not responsible for the ideas and opinions expressed by the authors of published articles.
