Title: Caviar Preferences Among Sustainability-Minded Youth

Abstract:
Despite the maturity of global caviar markets and marketing strategies, little research has examined the preferences of younger, sustainability-conscious consumers. This study investigates attitudes toward sturgeon caviar, salmon caviar, and plant-based faux caviar among U.S. consumers in their twenties. Drawing on data from a targeted questionnaire of 40 participants, the research explores how environmental awareness, particularly regarding the ecological impact of aquaculture and wild harvesting, shapes emerging consumption patterns. Respondents were selected for their engagement with sustainability discourse and their interest in reducing their "foodprint"—the environmental footprint of food production, transportation, consumption, and waste. Findings reveal distinct preferences and ethical considerations that may inform more effective, sustainability-oriented marketing strategies for luxury and alternative caviar products. Recommendations for producers and marketers seeking to engage this demographic are discussed.