Informed choice: The role of knowledge in the willingness to consume aquaculture products of different groups in Germany

Translating the agricultural eco(logical)-intensification model to European aquaculture hosts the potential for sustainably providing local food for local communities. Using online and printed surveys, we investigated the relationship between social factors such as age, gender, and education to seafood consumption behavior and the perception of aquaculture production. The frequency of seafood consumption was significantly lower in young and female respondents, whereas respondents with a higher level of education consume more frequently. Furthermore, high-frequency seafood consumers had a significant preference for wild-caught fish. Young and female respondents also perceived sustainability of aquaculture lower, whereas the level of education had a significantly positive relation to the attitude towards aquaculture. To foster the acceptance of eco-intensified aquaculture production, we suggest that communication efforts need to be group-tailored, focusing on the reduced environmental impacts, increased animal welfare, and novel products like seaweed to meet the values of the German consumer groups.