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Research into Australian consumer perceptions of cultivated seafood conducted by CAA seed grantee recipient Sarah Cook has been published in Food Quality & Preference.
The study of over 1000 participants is the first ever Australian-based cultivated seafood study. It found that fact-based environmental messaging did not influence Australians’ attitudes and intentions toward cultivated seafood, but did effectively reduce perceptions of wild-caught seafood.
Why? For many Aussie consumers, the link between cultivated seafood and environmental benefits just isn’t strong enough yet, and it needs to be established as an integral benefit before environmental messaging becomes effective.
This reinforces the importance of first building familiarity and understanding of the technology and its advantages, as well as understanding which messages truly resonate with consumers.
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