Consumer behavior in choosing microplastic contaminated seafood across different countries: The role of cultural and attitudinal factors

Microplastics are polluting the oceans worldwide and being stored in popular seafood species. Although there is uncertainty about human health impacts from consuming such seafood, such uncertainty doesn’t limit consumer concern. Economic studies regarding these new pollutants are seriously lacking, although environmental research is becoming more common. One of the goals of this study is to fill this gap, and meanwhile we explore that culture, attitudinal factors, and willingness-to-pay (WTP) elicitation formats may be key determinants in consumer actions. Surveys were conducted in three countries that vary in their seafood consumption habits, environmental attitudes, and culture. The results show that while previous knowledge of microplastics differs widely, when presented with microplastic information, about 90% of the respondents in all countries viewed microplastics as harmful. Mean own WTP for microplastic safer salmon was 162%, 222%, and 150% above the usual price of salmon in the US, China, and Korea, respectively. While there exists significant differences in WTP across examined nations, commonalities exist. Namely, individuals with a peer-like-oneself outlook and collectivistic values displayed significantly higher WTP for microplastic safer salmon. Promoting an equal view of peers and emphasizing the group can lead to higher WTP for less microplastic contaminated food. Policies in educating the public for these new pollutants, supporting the seafood industry to help clean up waters near the seashore, and partnering with consumers in funding the pro-environmental behavior are called for.