Consumer preferences for aquaponic produce: Implications from an experimental auction

Abstract

Aquaponics is the integration of aquaculture and hydroponics to grow fish and plants together in one system. Many producers in the northern United States are attracted to aquaponics for its potential to produce indoors year‐round. However, little is known about consumer preferences for products grown in aquaponic systems. To address this knowledge gap, we conducted an experimental auction to measure the impact of information about production method on consumers’ willingness‐to‐pay (WTP) for lettuce. For most participants, WTP was similar for both aquaponic and soil grown lettuce with overall average bids of $1.47 per 8 ounces and $1.48 per 8 ounces, respectively. Learning how samples were grown (either aquaponic or soil‐grown) rarely changed bids significantly, although on average, participants with environmental group membership lowered their bids for aquaponic lettuce samples. In general, higher frequency shoppers expressed higher average WTP for all types of lettuce. [Q100 Agriculture: General, Q220 Renewable Resources and Conservation: Fishery; Aquaculture]

Do consumers value hydroponics? Implications for organic certification

“…Similar results were obtained in a hypothetical survey in Taiwan (Huang, Kan, & Fu, ), where the authors compared Willingness To Pay (WTP) for “hydroponically grown vegetables” with conventional vegetables. However, in this study, it was also emphasized that the hydroponic alternative was “free of pesticide residues.” On the other hand, the recent study by Coyle and Ellison () on a sample of U.S. lettuce consumers, found a higher WTP premium for “field grown” lettuce over lettuce grown in a “vertical farm” or in a “greenhouse.” Recently, a few studies in Europe and in the United States focused attention on consumers’ perception of aquaponics, which combines hydroponics and aquaculture (the raising of fish) (Miličić, Thorarinsdottir, Santos, & Hančič, ; Short et al., ; Tamin, Harun, Estim, Saufie, & Obong, 2015; Zugravu et al., ). Generally, it was observed that consumers had positive attitudes toward vegetables grown in aquaponic systems, especially because of environmental advantages related to the adoption of this production method.…”

“…On the other hand, the recent study by Coyle and Ellison (2017) on a sample of U.S. lettuce consumers, found a higher WTP premium for "field grown" lettuce over lettuce grown in a "vertical farm" or in a "greenhouse." Recently, a few studies in Europe and in the United States focused attention on consumers' perception of aquaponics, which combines hydroponics and aquaculture (the raising of fish) (Miličić, Thorarinsdottir, Santos, & Hančič, 2017;Short et al, 2018;Tamin, Harun, Estim, Saufie, & Obong, 2015;Zugravu et al, 2016, April). Generally, it was observed that consumers had positive attitudes toward vegetables grown in aquaponic systems, especially because of environmental advantages related to the adoption of this production method.…”

Lettuce (Lactuca sativa) Production in Northern Latitudinal Aquaponic Growing Conditions

“…Consumers are ready and willing to purchase aquaponically grown produce. Short et al (2018) found consumers' willingness to pay (WTP) did not significantly change when they learned the lettuce was grown aquaponically. In most instances among consumers participating in a Vickrey second-price auction, WTP had similar prices for aquaponic and soil-grown lettuce, averaging $1.47 per 8 ounces and $1.48 per 8 ounces, respectively (Short et al, 2018).…”

“…In Minnesota and the north central region of the United States, aquaponics is of interest to greenhouse and warehouse producers, with numerous aquaponic facilities in operation around the state and area. We previously examined consumer perceptions and awareness of aquaponic-grown products (Short et al, 2018). Only a third of the consumers surveyed knew of aquaponics; their general attitude was neutral or favorable toward it.…”

“…Only a third of the consumers surveyed knew of aquaponics; their general attitude was neutral or favorable toward it. Although aquaponics was viewed as environmentally favorable, price could be an issue for consumers and, thus, education and marketing would be critical for future market success (Short et al, 2018).…”