Consumer perspectives towards aquaponics: Products and native fish cultivation

Abstract Aquaponics is a farming system that integrates hydroponics and aquaculture. Many questions and concerns about the feasibility of aquaponics to sustain food productivity and its potential market remain unknown. One of them is the consumer’s perception and willingness to pay for aquaponic products. This study presents findings and analysis regarding consumer perception, knowledge and acceptance of aquaponic products in Malaysia, particularly native fish species cultivated within aquaponic system. A total of 385 respondents participated in this study from all regions (northern region, central region, east coast, southern region, Sabah, and Sarawak) in Malaysia. Overall, a significant proportion of consumers (84%) had not practised aquaponics, and 63% had not made purchases of any aquaponic products before. Consumers’ decisions to purchase aquaponic products is primarily influenced by price (79.2%) and food safety (67.8%). Other significant factors include food nutrition (52.7%), cultivation methods used in production (39.7%), taste and texture of aquaponic products (33%), accessibility to these products (0.5%) and concerns related to zoonotic diseases in aquaponic products (0.3%). Overall, consumers had a positive outlook on the benefits of aquaponics and its products. However, they had a neutral attitude towards purchasing and were willing to spend more on aquaponic products compared to products produced using conventional farming. Consumers also had a positive attitude towards culturing native fish species in aquaponics systems and had a neutral attitude when asked to buy native fish species cultivated in aquaponics systems. The study’s findings show a potential market for aquaponic products in Malaysia. However, more efforts are needed to increase awareness and promote aquaponics systems in Malaysia.