| Abstract: | Abstract The percentoffarmed salmon production has grown from 20.3% of total world salmon supply in 1989 to 52.0% in 1998. This trend poses a major challenge for the wild salmon industry. The impact of the wild salmon industry's marketing programs on the demand for ocean-caught salmon needs to be addressed. This study explored the consumption and perceptions of wild and farmed salmon among college students. Results showed that salmon consumption varied noticeably within this market segment, as well as consumers' familiarity with the terms wild salmon and farmed salmon and related issues and attributes. These findings suggest that the wild salmon industry may need to place more emphasis on product differentiation awareness and promotion campaigns targeting niche markets to increase sales of ocean-caught salmon. |
