Concern for animal welfare is increasing rapidly
and is a significant factor affecting whether or not
animal products are bought. If a product is perceived
to have adverse effects on human health, animal welfare or the environment, sales can slump dramatically
(Bennett 1994). The more valuable the product, the
richer the consumers and the more likely they are to
decide not to buy a product on grounds such as the
poor welfare of fish (Broom 1994). The fish-farming
industry cannot afford to ignore fish welfare when
bad publicity about it could affect sales greatly
(Broom 1999).