Valuation for Lobster Harvested Using Ropeless Technology to Reduce Right Whale Entanglement and Extinction

The North Atlantic right whale is one of the most endangered large whale species in the world. In addition to efforts aimed at improving understanding of right whale conservation, seafood consumers could play a role by demanding fishing practices that reduce the risk of right whale entanglement and extinction. Using data from a choice experiment, we estimated US consumers’ valuation for lobster harvested using ropeless technology. We also examined which types of information are effective in nudging consumers to bear the cost of novel fishing technology to reduce the risks of entanglement and extinction. The results indicate that US consumers are willing to pay a premium for lobster harvested using ropeless gear, and their valuation differs by the information they receive. This research provides insights for industry stakeholders about US consumers’ attitudes toward ropeless fishing for right whale conservation and suggests communication strategies to encourage consumer support for the technology.