Diving in: What will it take for consumers to transition to a circular economy ready-to-cook fish product? Insights from the UK

Alter, Hayley and Tsekleves, Emmanuel and Pollastri, Serena (2022) Diving in: What will it take for consumers to transition to a circular economy ready-to-cook fish product? Insights from the UK. In: DRS2022 Bilbao: Design Research Society Conference 2022 :. DRS2022 Bilbao: Design Research Society Conference 2022 . Design Research Society, ESP. ISBN 9781912294572

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Abstract

To balance production needs with the need to sustain or regenerate the health of ocean ecosystems, stakeholders in the European fish and seafood sector are calling for transition to a circular economy. New industry methods will produce fish-based foods that consumers are not accustomed to eating so we ask, what will it take for consumers to adopt these industrial circular economy foods? Taking the Seafood Age consortium product prototype as a basis, we have created a design method for would-be consumers to reflect on their fish consumption practices and possible adoption of the fish product prototype prompted by a de-sign speculation. This paper reports on insights emerging from the research and recommendations for product adoption amongst consumers in the UK. Our findings have implications for food designers, design researchers and fish and sea-food, plus more broadly food industry stakeholders concerned with circular economy product and method adoption in industry.