Asian Carp: Generation Z prefer Transparency over Branding

Asian carp is an invasive species of fish in the Midwest and southern United States. Asian carp has been rebranded as “Copi” for human consumption. Copi is nutritious and a great source of protein and omega 3 fatty acids, and costs much less than most other domestic fish. The purpose of this study was to evaluate sensory perceptions and attitudes of Generation Z college students to the newly branded fish. The study utilized a quasi-experimental design carried out with three treatment groups to observe the effects of product rebranding on the taste perception of Asian Carp, rebranded as Copi. Sensory analysis results indicated no significant differences in the three treatment groups (white fish-control, Copi-experimental, and Asian carp-experimental). In fact, Asian carp had higher mean scores than the control, as well as the newly branded Copi. The importance of Health, Environment, and Local Foods had significant effects on students’ willingness to buy sustainable, local fish. The results of this study are important for marketing Copi, aka Asian carp for human consumption. Keywords: Asian carp, sensory analysis, Copi, Gen Z, branding