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Are French consumers ready to pay a premium for eco-labeled seafood products? A contingent valuation estimation with heterogeneous anchoring

Author

Listed:
  • Frédéric Salladarré

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, UR - Université de Rennes, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Dorothée Brécard

    (UT3 - Université Toulouse III - Paul Sabatier - Comue de Toulouse - Communauté d'universités et établissements de Toulouse)

  • Sterenn Lucas

    (LECOB - Laboratoire d'Ecogéochimie des environnements benthiques - OOB - Observatoire océanologique de Banyuls - UPMC - Université Pierre et Marie Curie - Paris 6 - CNRS - Centre National de la Recherche Scientifique - UPMC - Université Pierre et Marie Curie - Paris 6 - CNRS - Centre National de la Recherche Scientifique)

  • Pierrick Ollivier

    (BRGM - Bureau de Recherches Géologiques et Minières)

Abstract

Could the future French eco-label for fresh seafood products find its place in the French market? This study employs a contingent valuation method to estimate French consumers' willingness-to-pay (WTP) for eco-labeled fresh seafood products. We exploit original data from a survey carried out in 2010, where 626 participants responded to a double-bounded dichotomous choice model, through an ascending or descending bid system. Controlling for shift and anchoring effects in random effect probit models, we significantly improve estimation of WTP and its determinants for the three species studied (monkfish, lobster, sole), in particular when using heterogeneous anchoring. We show that WTP is positively correlated to respondents' income, and also to their environmental concern, to living alone, to living far from the coast, and to trusting NGOs or public institutions more than producer organizations to implement an eco-label. We also show that the mean price premiums do not differ between species. Finally, on average, the maximum premium consumers accepted to pay is approximately 10% of the product price.

Suggested Citation

  • Frédéric Salladarré & Dorothée Brécard & Sterenn Lucas & Pierrick Ollivier, 2016. "Are French consumers ready to pay a premium for eco-labeled seafood products? A contingent valuation estimation with heterogeneous anchoring," Post-Print halshs-01184097, HAL.
    • Handle: RePEc:hal:journl:halshs-01184097
    DOI: 10.1111/agec.12226
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    Cited by:

    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.
    2. Lucas, Sterenn & Soler, Louis-Georges & Revoredo-Giha, Cesar, 2021. "Trend analysis of sustainability claims: The European fisheries and aquaculture markets case," Food Policy, Elsevier, vol. 104(C).
    3. Deely, John & Hynes, Stephen & Barquín, José & Burgess, Diane & Álvarez-Martínez, Jose Manuel & Silió, Ana & Finney, Graham, 2022. "Are consumers willing to pay for beef that has been produced without the use of uncontrolled burning methods? A contingent valuation study in North-West Spain," Economic Analysis and Policy, Elsevier, vol. 75(C), pages 577-590.
    4. Sterenn Lucas & Louis-Georges Soler & Etienne Rouvin, 2020. "Success factors of innovations," Working Papers SMART 20-04, INRAE UMR SMART.
    5. Lucas, Sterenn & Salladarré, Frédéric & Brécard, Dorothée, 2018. "Green consumption and peer effects: Does it work for seafood products?," Food Policy, Elsevier, vol. 76(C), pages 44-55.
    6. Sterenn Lucas & Louis-Georges Soler & Xavier Irz & Didier D. Gascuel & Joël Aubin & Thomas Cloâtre, 2021. "The environmental impact of the consumption of fishery and aquaculture products in France," Post-Print hal-03192691, HAL.
    7. John C. Whitehead & O. Ashton Morgan & William L. Huth, 2018. "Convergent validity of stated preference methods to estimate willingness-to-pay for seafood traceability: The case of Gulf of Mexico oysters," Economics Bulletin, AccessEcon, vol. 38(1), pages 326-335.
    8. Chiara Paffarini & Biancamaria Torquati & Lucio Cecchini, 2025. "The impact of multiple labeling on consumer choices for extra virgin olive oil: A cross-country study," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 13(1), pages 1-28, December.
    9. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 pandemic," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    10. Jiarong Shi & Zihao Jiang, 2023. "Willingness to pay a premium price for green products: does a reference group matter?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(8), pages 8699-8727, August.
    11. An Thinh Nguyen & Van Dinh Ha & Huy Kien Ngo & Ngoc Anh Le & Phuong Mai Khong & Ngoc Tram Thi Do & Minh Thuan Trinh & Tuan Dat Nguyen & Tran Quoc Khanh Ngo & Linh Chi Vu & My Luong Thi Do & Anh Tu Le , 2023. "Understanding the Importance of Eco-Labeling for Organic Foods at UNESCO Biosphere Reserves: A Case Study of the Cocoa Powder at the Dong Nai, Vietnam," Sustainability, MDPI, vol. 15(12), pages 1-21, June.
    12. Roheim, Cathy A. & Zhang, Dengjun, 2018. "Sustainability certification and product substitutability: Evidence from the seafood market," Food Policy, Elsevier, vol. 79(C), pages 92-100.
    13. Jianhua Wang & Chenchen Yang & Wanglin Ma & Jianjun Tang, 2020. "Risk preference, trust, and willingness-to-accept subsidies for pro-environmental production: an investigation of hog farmers in China," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 22(3), pages 405-431, July.

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