The Effect of Color on Consumer WTP for Farmed Salmon
AbstractAtlantic salmon is recognized for its pink-red color. The color is due to deposition of color pigments in the muscles. Wild salmon absorb the pink-red color pigment astaxanthin from the crustaceans they eat. To impart the pink-red color in farmed salmon, synthetically produced astaxanthin is added to their feed. The more astaxanthin, the redder the flesh becomes. In conventional salmon farming, the relatively expensive astaxanthin constitutes approximately 15% of the total feed costs. In this study, we use a stated choice experiment with pictures to investigate consumer willingness to pay (WTP) for salmon with different degrees of redness. The results show that consumer WTP increases with the redness of the salmon. However, when consumers were informed about the origin of the color, the WTP for the above-normal-red salmon was reduced.
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Bibliographic InfoArticle provided by Marine Resources Foundation in its journal Marine Resource Economics.
Volume (Year): 20 (2005)
Issue (Month): 2 ()
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Web page: http://www.uri.edu/cels/enre/mre/mre.htm
choice experiment; color; mixed logit; salmon; WTP; Resource /Energy Economics and Policy; Q13; Q22;
Find related papers by JEL classification:
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
- Q22 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Fishery
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Guttormsen, Atle G., 2002. "Input Factor Substitutability In Salmon Aquaculture," Marine Resource Economics, Marine Resources Foundation, vol. 17(2).
- Jayson Lusk & T Schroeder, 2004.
"Are choice experiments incentive compatible? A test with quality differentiated beef steaks,"
Artefactual Field Experiments
00096, The Field Experiments Website.
- Jayson L. Lusk & Ted C. Schroeder, 2004. "Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 467-482.
- Alfnes, Frode & Steine, Gro, 2005. "None-of-These Bias in Stated Choice Experiments," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24761, European Association of Agricultural Economists.
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