On consumption patterns in oyster markets: the role of attitudes

Achieving a low-carbon and sustainable economy is a long-term goal that EU aims at achieving in the next few decades: the potential role of bioeconomy is likely to make the difference, and in particular, the EU aquaculture and the seafood processing industry has the potential to contribute substantially to the emergence of bioeconomies (for instance through new – niche - markets for bio-based products such as algae, etc). In this particular framework, understanding how to enhance cleaner and more sustainable consumption patterns is preliminary to the transition towards more equitable and sustainable markets. The present analysis investigates the role of consumers’ attitudes with respect to sustainable attributes (namely food safety and respect of the environment) in order to suggest on their potential role to catalyze the transition toward bioeconomies. Up to date, empirical investigations on this issue are limited to few markets, and studies on aquaculture are particularly scant. The gap is reduced by the present analysis: it has been implemented a survey on fish consumers to investigate how their attitudes toward food safety and environmental issues tend to influence consumption choices, and it is shown that those attitudes are important determinants of consumers choices. Put differently, a cleaner and more sustainable supply chain (i.e through a safer, and environmental friendly product) is likely to enhance consumption of oysters. To the extent that policy makers, producers, and taxpayers are interested in enhancing sustainable bioeconomies, understanding the relevance of attitudes toward food safety and environmental sustainability is an important and pressing goal. The analysis, novel in its application to a high quality product, speaks in this direction and will help understanding how to accelerate the transition to sustainable bioeconomies.