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Who is Prepared to Pay For Sustainable Fish? Evidence from a Transnational Consumer Survey in Europe

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  • Zander, Katrin
  • Feucht, Yvonne

Abstract

Sustainability of increasing relevance also for seafood markets. The aim of this contribution is to analyse consumer preferences and their willingness to pay (WTP) for different sustainability claims. The contingent valuation method was applied to elicit consumers’ WTP in eight European countries. The WTP varies between seven and almost 20%, depending on attribute and country. Three consumer groups become apparent: the largest group without any additional WTP, a smaller group with a moderate additional WTP of plus 17%, and a very small group with an additional WTP of more than 40%. Clear differences between countries regarding preferences for different sustainability attributes, particularly in the segment with highest WTP are obvious.

Suggested Citation

  • Zander, Katrin & Feucht, Yvonne, 2018. "Who is Prepared to Pay For Sustainable Fish? Evidence from a Transnational Consumer Survey in Europe," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276859, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi18:276859
    DOI: 10.22004/ag.econ.276859
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    References listed on IDEAS

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    1. 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.

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    Agribusiness; Agricultural and Food Policy; Agricultural Finance;
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