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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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    9. 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.
    10. Santeramo, Fabio Gaetano & Carlucci, Domenico & De Devitiis, Biagia & Nardone, Gianluca & Viscecchia, Rosaria, 2017. "On consumption patterns in oyster markets: the role of attitudes," MPRA Paper 76789, University Library of Munich, Germany.
    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. Frank Asche & Julia Bronnmann, 2017. "Price premiums for ecolabelled seafood: MSC certification in Germany," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 61(4), pages 576-589, October.
    13. Gomez, Miguel I. & Mohammed, Broom & Li, Jie & Ballco, Petjon & Zhang, Yanan, 2023. "Exploring consumer preferences and the willingness to pay for domestically produced finfish in the Kingdom of Saudi Arabia," 2023 Annual Meeting, July 23-25, Washington D.C. 335699, Agricultural and Applied Economics Association.
    14. 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.
    15. 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.
    16. 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).
    17. 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.
    18. 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.
    19. 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.
    20. 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).
    21. 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.
    22. 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.

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