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Eco-labeled Marine Ornamentals: Expected Demand and Value from a Conjoint Survey

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  • The saltwater aquarium hobby has increased dramatically in the last decade due to improvements in the technologies and knowledge needed to sustain mini-reef ecosystems. With this increased demand comes increased pressure on natural reef ecosystems that supply the vast majority of the live organisms for the commercial market. To combat high mortality rates and environmental damage that can result during collection, handling, and transport, the Marine Aquarium Council (MAC) launched a voluntary third-party certification program in November 2001. The program would ensure that certified marine ornamentals have been harvested to minimize losses and damage to the environment and that the stock is managed for sustainability. To ascertain the potential market and value of the MAC certification program, a conjoint survey of wholesalers, distributors, and retailers was conducted. Respondents were located worldwide. Species examined included queen angelfish (Holacanthus ciliaris), peppermint shrimp (Lysmata wurdemanni), spotfin hogfish (Bodiamus pulchellus), and orange skunk clownfish (Amphiprion sandaracinos). These species were selected as a mix of traditionally tank-raised, collected, and those of high and low value. Characteristics included source (tank-raised, collected but not MAC-certified, or collected and MAC-certified), size, whether or not survival is guaranteed, and price. Respondents evaluated six hypothetical “products” for each species. Results were used to determine the price increase anticipated for a MAC-certified product that would allow a firm to break-even and the expected demand for MAC-certified products. Results indicate that MAC-certification would increase break-even prices from 10 to 35 percent depending on the species. However, demand is relatively low compared to uncertified species.
  • Keywords: Fisheries Economics, tobit models, marine ornamentals, International Seafood Trade: Rules Based Reform, MAC certification, Marine Aquarium Council, stated preference analysis, Demand
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  • Larkin, Sherry, Robert Degner. 2002. Eco-labeled Marine Ornamentals: Expected Demand and Value from a Conjoint Survey. Peer Review: No. In: Proceedings of the Eleventh Biennial Conference of the International Institute of Fisheries Economics and Trade, August 19-22, 2002, Wellington, New Zealand: Fisheries in the Global Economy. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2002. CD ROM.
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