Tunisian Consumer Behavior and Acceptance of Farmed Fish Versus Wild Fish and Its Determinants Factors

The objectif of this article is to assess Tunisian consumer behavior towards aquatics products. It examines the main factors influencing consumption of these products and investigates farmed fish perception versus wild fish. A survey including 300 respondents was made. Descriptive statistics, factor analysis and an ad hoc model were used to analyse the data. The results revealed that all respondents have a positive perception for fish and are very aware of its nutritionnal value and health benfits. However, there is a big gap between this opinion and the actual fish purhase which remains weak among poor and very variable between consumers. Significant factors affecting Tunisian consumers behavior towards wild and farmed fish include income, price, education level, origin, age and gender. Freshness and species availability influence interest of local consumers for these products. Survey Results showed also that farmed fish remain little known by 40% of consumers and less appreciated that wild fish. About 59.7% of the interviewees didn`t consume aquaculture products because of their taste, prices, feeds and veterinary treatment. About 70.3% of respondents thought that farmed fish are of a lower quality than caught fish. Raising consumers awareness about fish breeding and improving their knowledge through scientific informations related to safety and healthiness of these products could help to improve image, acceptance and consumption of aquaculture. Supplying inland area by good quality farmed fish especially cheaper freshwater species could increase demand for this type of fish.