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 wel-
fare 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).