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Consumer Preferences and Willingness to Pay for Clams with Sustainability Certification in Mediterranean Countries

Author

Listed:
  • Vilma Xhakollari

    (Department of Agri-Food Economics and Marketing, School of Agriculture Policy, and Development, University of Reading, Reading RG6 6BZ, UK)

  • Sina Ahmadi Kaliji

    (Department of Agricultural and Food Sciences, Alma Mater Studiorum—University of Bologna, 40127 Bologna, Italy)

  • Marija Cerjak

    (University of Zagreb Faculty of Agriculture, 10000 Zagreb, Croatia)

  • Damir Kovačić

    (University of Zagreb Faculty of Agriculture, 10000 Zagreb, Croatia)

  • Luca Mulazzani

    (Department of Agricultural and Food Sciences, Alma Mater Studiorum—University of Bologna, 40127 Bologna, Italy)

  • Luca Camanzi

    (Department of Agricultural and Food Sciences, Alma Mater Studiorum—University of Bologna, 40127 Bologna, Italy)

Abstract

For some types of seafood, such as clams, there are now sustainability certificates that guarantee their sustainable production. However, their consumption may be associated with some ethical and sustainability concerns, as clams are harvested in ways that may be harmful to the environment. The aim of this study is therefore to investigate consumers’ sustainability concerns based on their purchasing preferences and WTP for clams with sustainability certification in three Mediterranean countries—Italy, Spain and Croatia. Data were collected online and consumer preferences were elicited using a labelled discrete choice experiment. The results show that in general all consumers prefer clams from their country of origin, while there are differences in their appreciation for the sustainability certification. While Croatian consumers are not very interested in the current Marine Stewardship Council (MSC) sustainability certification, consumers in Spain are willing to pay a higher price for it. At the same time, consumers in Italy are more interested in new certifications such as Responsible Fisheries Management (RFM). These results could be of interest to clam production and distribution companies trying to advance their corporate social responsibility activities and positioning.

Suggested Citation

  • Vilma Xhakollari & Sina Ahmadi Kaliji & Marija Cerjak & Damir Kovačić & Luca Mulazzani & Luca Camanzi, 2023. "Consumer Preferences and Willingness to Pay for Clams with Sustainability Certification in Mediterranean Countries," Sustainability, MDPI, vol. 15(15), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:15:p:11953-:d:1209967
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    2. Francesca Gagliardi & Leonardo Brogi & Gianni Betti & Angelo Riccaboni & Cristiana Tozzi, 2025. "Italian Consumer Willingness to Pay for Agri-Food Sustainable Certification Labels: The Role of Sociodemographic Factors," Sustainability, MDPI, vol. 17(15), pages 1-21, July.

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