Suggested Bibliographic Reference: Challenging New Frontiers in the Global Seafood Sector: Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 11-15, 2016. Compiled by Stefani J. Evers and Ann L. Shriver. International Institute of Fisheries Economics and Trade (IIFET), Corvallis, 2016.
Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, held July 11-15, 2016 at Aberdeen Exhibition and Conference Center (AECC), Aberdeen, Scotland, UK.
In the European market for fish European producers compete with international imports which often can be produced at lower costs. That is why imports of fish are gaining market shares and an economically sustainable production of fish in Europe is frequently questioned. When aiming at increasing European production, consumers play an important role. Do they ask for the cheapest product or do they also consider origin and specific production methods when purchasing fish? Since future European fish products will have to be located in higher priced market segments consumers need to be convinced that European products are worth higher prices. Consumers' preferences and their willingness to pay for fish with different attributes, all related to sustainable and local/European production, are elicited by using the Contingent Valuation approach. By means of a questionnaire which accompanies the Contingent Valuation exercise socio- and psychographic data from the respondents are elicited. These data will be used to explain consumers' willingness to pay and to find out which consumer groups would be most interested in sustainable produced European fish. The survey is designed as an online survey with a total of 3000 participants in 6 European countries and will be conducted in early March 2016. This contribution will present first results of the survey with regard to consumer preferences for sustainably produced European fish. It will give some recommendations on how to best communicate European fish to consumers in order to motivate them to look for and to buy European fish products, even at higher prices.