The Perception of Aquaponics Products in Romania

Abstract

The paper follows two main objectives: to understand consumers' perception and image of aquaponics products and to identify levers communication in order to improve the perceived image of aquaponics products. Orientations in terms of communication aims product-focused and aim at enhancing the reputation of products, consequently with impact on product consumption. The present research is focused on the aquaponics products, regardless of their presentation - fresh, frozen or processed. This paper conducted a questionnaire survey of Romanian consumers' perception of aquaponics products. The empirical study for aquaponics products indicated box that consumers shown different awareness to domestic and foreign aquaponics products. Aquaponics national products got more attention from the consumers. Foreign aquaponics products had insightful higher price, but Romanian aquaponics products acquired insightful higher value, and got a better rank in the preference list and in the purchase intention of the consumers.