Seafood Substitution and Mislabeling: WTP for a Locally Caught Grouper Labeling Program in Florida
AbstractRecent media reports have documented the fraudulent mislabeling of grouper at several Florida restaurants whereby customers were sold lower-valued species instead of grouper. This article uses data from 400 seafood eating Floridians to determine awareness of reported substitution, effects on consumption, and willingness to pay (WTP) for a product integrity labeling program. Using a novel frequency-based polychotomous choice (PC) contingent valuation format, designed for products that are purchased often, WTP is estimated based on level of commitment to the product integrity labeling program. Sixty-two percent of respondents were aware of the reported substitution, 57% of those changed their seafood consumption, and respondents were willing to pay an average premium of $0.83 to $3.18 for grouper entrees at restaurants with a product integrity label. The factors that helped to explain the change in consumption and WTP were identified and can be used to help improve current labeling and marketing efforts.
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Bibliographic InfoArticle provided by Marine Resources Foundation in its journal Marine Resource Economics.
Volume (Year): 25 (2010)
Issue (Month): 1 ()
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Web page: http://www.uri.edu/cels/enre/mre/mre.htm
Grouper; mislabeling; polychotomous choice; willingness to pay; product integrity; Food Consumption/Nutrition/Food Safety; Marketing; Research and Development/Tech Change/Emerging Technologies; Research Methods/ Statistical Methods; Q22; D12; Q13;
Find related papers by JEL classification:
- Q22 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Fishery
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
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