Willingness to Pay for Multiple Seafood Labels in a Niche Market

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  • Regulatory requirements and shifts in consumer preferences have resulted in seafood products bearing multiple information labels. Developing successful seafood marketing strategies requires an understanding of how multilabeled products influence consumer choices. This paper analyzes preferences for four classes of seafood information labels including safety, quality, local, and ecolabels using data from a choice experiment for two species of seafood. The data was collected at a grocery chain focused on niche markets in Portland, Oregon. Each label is found to have a significant influence on consumer choice, with local labels and ecolabels yielding the largest estimates of consumer mean willingness to pay. Ecolabels yield a wider range of individual willingness to pay estimates compared to the other labels, and preferences for the local label are not affected by the appearance of additional information labels on the same product. Results of the study suggest opportunities for advancing niche market strategies, including the development of local seafood labeling programs.
  • This is an author's peer-reviewed final manuscript, as accepted by the publisher. The article is copyrighted by MRE Foundation, Inc., and published by the University of Chicago Press. It can be found at:
  • Keywords: Choice experiment, Ecolabel, Seafood, Local labeling, Salmon, Crab
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  • Fonner, R., & Sylvia, G. (2015). Willingness to Pay for Multiple Seafood Labels in a Niche Market. Marine Resource Economics, 30(1), 51-70. doi:10.1086/679466
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  • 30
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  • 1
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Peer Reviewed



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