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Assessing the Influence of Tangible and Intangible Seafood Characteristics on Consumers’ Purchasing Decisions

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  • Ratliff, English
  • Vassalos, Michael
  • Hu, Wuyang

Abstract

Seafood consumption in U.S. is expected to grow over the next years for various reasons. First,as supply increases, due mostly to imports and aquaculture, seafood becomes a more affordable diet alternative. Furthermore because of its’ purported health benefits increasingly recognized by consumers, seafood demand is expected to increase. Concurrently, consumers increasingly care about a range of seafood characteristics beyond tangible attributes such as packaging (i.e. fresh or frozen) and price. Sustainability and the environmental impacts of aquaculture are important also. Understanding which attributes consumers prefer can provide valuable insights for the U.S. seafood industry. However, research on this topic is limited. This study’s dataset is obtained from an online survey administered to Kentucky and South Carolina consumers. An ordered probit model is utilized to analyze consumer importance ratings of various seafood attributes. The present study utilizes an ordered probit formulation to examine the effect of various consumer characteristics on their seafood preferences. The results indicate that, demographic characteristics and supporting local foods have a significant effect on consumer preferences for fresh and wild-caught seafood products. However, they had a smaller effect on increasing the probability that environmental statements influence purchasing decisions.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:saea17:252848
    DOI: 10.22004/ag.econ.252848
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    References listed on IDEAS

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    1. Herrmann, Robert O. & Rauniyar, Ganesh P. & Hanson, Gregory D. & Wang, Guoquing, 1994. "Identifying Frequent Seafood Purchasers In The Northeastern U.S," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 23(2), pages 1-10, October.
    2. Thong Meas & Wuyang Hu & Marvin T. Batte & Timothy A. Woods & Stan Ernst, 2015. "Substitutes or Complements? Consumer Preference for Local and Organic Food Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 97(4), pages 1044-1071.
    3. Cathy R. Wessells & Robert J. Johnston & Holger Donath, 1999. "Assessing Consumer Preferences for Ecolabeled Seafood: The Influence of Species, Certifier, and Household Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(5), pages 1084-1089.
    4. David L. Ortega & H. Holly Wang & Nicole J. Olynk Widmar, 2014. "Aquaculture imports from Asia: an analysis of U.S. consumer demand for select food quality attributes," Agricultural Economics, International Association of Agricultural Economists, vol. 45(5), pages 625-634, September.
    5. 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.
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