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Willingness to Pay for Multiple Seafood Labels in a Niche Market

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  • Robert Fonner

Abstract

Regulatory requirements and shifts in consumer preferences have resulted in seafood products bearing multiple information labels. Developing successful seafood marketing strategies requires an understanding of how multilabeled products influence consumer choices. We analyze preferences for four classes of seafood information labels including safety, quality, local, and ecolabels using data from a choice experiment for two seafood species. Data was collected at a grocery chain focused on niche markets in Portland, Oregon. Each label is found to have a significant influence on consumer choice, with local labels and ecolabels yielding the largest estimates of consumer mean willingness to pay. Ecolabels yield a wider range of individual willingness to pay estimates compared to the other labels, and preferences for the local label are not affected by the appearance of additional information labels on the same product. Results suggest opportunities for advancing niche market strategies, including the development of local seafood labeling programs.

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  • Robert Fonner, 2015. "Willingness to Pay for Multiple Seafood Labels in a Niche Market," Marine Resource Economics, University of Chicago Press, vol. 30(1), pages 51-70.
    • Handle: RePEc:ucp:mresec:doi:10.1086/679466
    DOI: 10.1086/679466
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    Cited by:

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    6. Bronnmann, Julia & Asche, Frank & Pettersen, Ingrid Kristine & Sogn-Grundvåg, Geir, 2023. "Certify or not? The effect of the MSC certification on the ex-vessel prices for Atlantic cod in Norway," Ecological Economics, Elsevier, vol. 212(C).
    7. Roheim, Cathy A. & Zhang, Dengjun, 2018. "Sustainability certification and product substitutability: Evidence from the seafood market," Food Policy, Elsevier, vol. 79(C), pages 92-100.
    8. Kyrre Rickertsen & Frode Alfnes & Pierre Combris & Géraldine Enderli & Sylvie Issanchou & Jason F. Shogren, 2017. "French Consumers' Attitudes and Preferences toward Wild and Farmed Fish," Marine Resource Economics, University of Chicago Press, vol. 32(1), pages 59-81.
    9. Danso, G. & Boaitey, A. & Otoo, M., 2018. "Assessing household preferences for wastewater fed fish: Lessons from a field experiment in Peru," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277338, International Association of Agricultural Economists.
    10. George K. Danso & Miriam Otoo & Nguyen Duy Linh & Ganesha Madurangi, 2017. "Households’ Willingness-to-Pay for Fish Product Attributes and Implications for Market Feasibility of Wastewater-Based Aquaculture Businesses in Hanoi, Vietnam," Resources, MDPI, vol. 6(3), pages 1-22, July.
    11. Ashok K. Mishra & Jeffrey M. Gillespie, 2016. "Hiring Preferences for Nonimmigrant Labor: The Case of the Seafood Processing Industry," Marine Resource Economics, University of Chicago Press, vol. 31(1), pages 83-99.
    12. Thøgersen, John, 2023. "How does origin labelling on food packaging influence consumer product evaluation and choices? A systematic literature review," Food Policy, Elsevier, vol. 119(C).
    13. Nguyen, Ly & Gao, Zhifeng & Anderson, James L., 2022. "Regulating menu information: What do consumers care and not care about at casual and fine dining restaurants for seafood consumption?," Food Policy, Elsevier, vol. 110(C).
    14. Ratliff, English & Vassalos, Michael & Hu, Wuyang, 2017. "Assessing the Influence of Tangible and Intangible Seafood Characteristics on Consumers’ Purchasing Decisions," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252848, Southern Agricultural Economics Association.
    15. repec:ags:aaea22:335699 is not listed on IDEAS
    16. Grashuis, Jasper & Su, Ye, 2023. "Consumer Preferences for State-Sponsored Designations: The Case of the Missouri Grown Label," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(1), January.
    17. Xiang Bi & Lisa House & Zhifeng Gao, 2016. "Impacts of Nutrition Information on Choices of Fresh Seafood Among Parents," Marine Resource Economics, University of Chicago Press, vol. 31(3), pages 355-372.
    18. Onozaka, Yuko & Honkanen, Pirjo & Altintzoglou, Themistoklis, 2023. "Sustainability, perceived quality and country of origin of farmed salmon: Impact on consumer choices in the USA, France and Japan," Food Policy, Elsevier, vol. 117(C).
    19. Danso, G. K. & Otoo, Miriam & Duy Linh, N. & Madurangi, Ganesha, "undated". "Households’ willingness-to-pay for fish product attributes and implications for market feasibility of wastewater-based aquaculture businesses in Hanoi, Vietnam," Papers published in Journals (Open Access) H048216, International Water Management Institute.
    20. Davide Menozzi & Thong Tien Nguyen & Giovanni Sogari & Dimitar Taskov & Sterenn Lucas & José Luis Santiago Castro-Rial & Cristina Mora, 2020. "Consumers’ Preferences and Willingness to Pay for Fish Products with Health and Environmental Labels: Evidence from Five European Countries," Post-Print hal-02935812, HAL.
    21. Bronnmann, Julia & Asche, Frank, 2017. "Sustainable Seafood From Aquaculture and Wild Fisheries: Insights From a Discrete Choice Experiment in Germany," Ecological Economics, Elsevier, vol. 142(C), pages 113-119.
    22. Santeramo, Fabio Gaetano & Lamonaca, Emilia, 2020. "Objective risk and subjective risk: The role of information in food supply chains," MPRA Paper 104515, University Library of Munich, Germany.
    23. Guzhen Zhou & Wuyang Hu & Wenchao Huang, 2016. "Are Consumers Willing to Pay More for Sustainable Products? A Study of Eco-Labeled Tuna Steak," Sustainability, MDPI, vol. 8(5), pages 1-18, May.

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