THE ROLE OF FOOD VALUES, TRUST IN GOVERNMENT REGULATORY AGENCIES, AND PRO-ECONOMIC PERCEPTIONS OF AQUACULTURE IN GRANTING SOCIAL LICENSE TO OPERATE

Purpose: The purpose of this paper is to examine variables related to trust in aquaculture within the context of social license to operate.

Design: This study uses a random sample survey of Wisconsin residents on their perceptions of aquaculture at a critical time point in industry development within the state. Analysis was conducted using OLS regression, with variables entered step-wise in assumed causal order.

Findings: We find that a preference for gmo free/organic foods is negatively related to trust in aquaculture.  In contrast, a preference for locally grown foods, trust in government agencies (i.e. the USDA, FDA), the perception that aquaculture supports jobs in Wisconsin, and the belief that aquaculture is good for Wisconsin are positively related to trust in aquaculture, and collectively account for the largest portion of explained variation in trust among respondents. Identifying as a female, conservative, and a respondent's perception that s/he has greater environmental knowledge are also positively related to trust, but explain less variation overall.

The lack of a direct or indirect relationship between trust and perceptions that aquaculture reduces pressure on wild fisheries, and that aquaculture is a sustainable source of fish, is one of the more interesting findings of this study. Implications of this will be discussed

Implications: Results imply that communication emphasizing pro-economic benefits of the industry, local sourcing, and government regulation of aquaculture may be effective in emphasizing trust in aquaculture among members of the public. Strategic implications of this will be discussed.