Bridging the gap: exploring consumer knowledge, perceptions, and willingness to pay for aquaponics products across the UK

Aquaponics (a sub-field of integrated agri-aquacultural practices (IAAS)) has emerged as a novel approach to combat global food security, reduce soil erosion and nutrient loss, and mitigate agronomic greenhouse gas (GHG) emissions. However, little remains known of potential consumer markets. Despite recent research throughout Europe, Central America, Australia, and the Middle East, this work represents the first large-scale evaluation of UK consumer understanding, assessment, and willingness to pay (WTP) for aquaponic products. Following analysis of 588 survey responses, we identify environmental awareness and green consumption, recognition of common UK eco-labels and sector-specific certification schemes, and consumer perceptions of aquaponics compared to conventional, locally sourced, and organic food production. Initially, 44% of survey respondents were familiar with aquaponics, with familiarity positively influenced by age and level of education. After presenting a definition of aquaponics (detailing its use and commonly cited socio-environmental benefits), consumer perceptions were mixed, with respondents broadly favourable to the practice despite uncertainty. Over 43% of consumers were willing to pay an associated price premium for aquaponic produce (valued, on average, as a 23% price increase over conventional alternatives). This willingness to pay was statistically in line with the organic market premiums and independent of prior familiarity with aquaponics as a food production system. These findings suggest a sizable consumer market for aquaponic produce and public interest in its sustainability benefits. Tailored marketing strategies could position aquaponic produce competitively alongside organic and environmentally friendly alternatives (irrespective of certification/eco-labelling), ensuring the long-term economic viability of the emerging aquaponics industry.