The role of information and taste in consumer preferences for aquaponic tomatoes: An experimental study

Abstract By combining vegetable and fish production in a closed-loop system, aquaponics is a promising technology to contribute to sustainable food production. However, information about consumer preferences for aquaponic products is limited and most studies measure willingness to pay hypothetically. The present study aims to fill that gap by conducting a non-hypothetical incentive-compatible experimental auction study with 287 students. We followed a 3*3*2 experimental design eliciting (expected) liking, willingness to buy and pay for three different tomatoes (conventional, organic, and aquaponic) in three different rounds (blind tasting, information, and tasting & information), testing for two information treatments. The results reveal that supplementing information with tasting can increase liking, willingness to buy, and willingness to pay for aquaponic products. Thus, taste is an important factor in the success of aquaponic products. In addition, communicating the benefits of aquaponic production might be a crucial strategy to obtain premiums for aquaponic food, similar to organic products. Moderation analyses suggest that providing additional information on aquaponics is particularly relevant for consumers interested in purchasing environmentally friendly food and for those curious about novel food products like aquaponic tomatoes. • Experimental auction study with tomatoes was conducted with 187 German students • Taste is important for the success of aquaponic products • Communicating environmental benefits of aquaponic production is crucial to obtain a higher willingness to pay • A premium for aquaponic tomatoes is possible similar to organic tomatoes • Consumers’ green consumption values and innovativeness have a moderating effect