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Consumers & products

Consumers & products. Marija Banovic Associate Professor maba@mgmt.au.dk MAPP Centre, Department of Management, Aarhus University, Denmark. ‘ So long and thanks for all the fish’. (IN)VISIBLE?. aquaculture products visible ?. (Special Eurobarometer 450: EU28, N= 24452; year 2017).

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Consumers & products

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  1. Consumers & products Marija Banovic Associate Professor maba@mgmt.au.dk MAPP Centre, Department of Management, Aarhus University, Denmark

  2. ‘So long and thanks for all the fish’

  3. (IN)VISIBLE? aquaculture products visible? (Special Eurobarometer 450: EU28, N= 24452; year 2017)

  4. Consumers, WHO? Ambiguous indifferent (34%) Early adopters Involved innovators (36%) Involved traditional (30%) (Reinders et al., 2016) (Banovic et al., 2019)

  5. Products, What?

  6. What did we learn from diversify? • Need to feel familiar (‘Fish from Portugal’) • Adapt information to the type of aquaculture • Highlight the most valuable benefits and attributes (i.e. Country of Origin) • Need to feel true (EU aquaculture overshadowed by legitimate doubts) • Better link between production method, environmental concerns, responsible consumption and aquaculture (i.e. traceability, ASC logo) Aquaculture products that… STAND OUT IN A CROWD… • Need to feel effortless(‘All the pleasure with little effort’) • Less clutter - convenience at purchase point &at home - storytelling, recipes • Need to feel good (‘Super-healthy fresh fish fillet for a healthier-happier day.’) • Associations to healthy &tasty diet - invoking positive emotional states • Need to provide if…then plan (‘Where’, ‘When’ & ‘How’) • Facilitate product implementation – communicate what consumer should do (e.g. ‘Eating this product is an easy way to protect and improve your cardiovascular health.’) • Need to offer new fish products - innovate (‘From fish skin to a handbag’) • Decrease the fish waste appeal to consumer…biofuel, handbags…

  7. This work has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration – DIVERSIFY (KBBE-2013-07 single stage, GA 603121) http://www.diversifyfish.eu/ THANK YOU FOR YOUR ATTENTION! Marija Banovic e-mail: maba@mgmt.au.dk

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