Neuroeconomics Meets Aquaponics: An Eye-tracking Pilot Study on Perception of Information about Aquaponics

Iris Schröter and Marcus Mergenthaler
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Iris Schröter: Faculty of Agriculture, South Westphalia University of Applied Sciences, 59494 Soest, Germany
Marcus Mergenthaler: Faculty of Agriculture, South Westphalia University of Applied Sciences, 59494 Soest, Germany

Sustainability, 2019, vol. 11, issue 13, 1-20

Abstract: Aquaponics is an innovative food production method that combines the production of aquatic organisms with plant production. This can have environmental advantages such as reducing land conversion and resource input and waste output through nutrient cycling. To support the dissemination of aquaponics, key stakeholders need to be appropriately informed about this production method, an aspect that has received little attention so far. In this pilot study, visual perception of information about aquaponics was explored using eye tracking combined with a questionnaire. The results show that people distinguish between aquaponics variants when evaluating aquaponics. A production system with a more natural appearance is preferred. Allocation of visual attention is linked to the specific information content and to the assessment of the naturalness of aquaponics production. The results of the present study could form a basis for further research, not only to make information about food production systems more appropriate but also to develop food production systems in a way that people become more aware of the sustainability aspects of production methods and its products.

Keywords: aquaponics; eye tracking; visual perception; information (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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