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| Abstract |
- In the market development of sustainable seafood, such as MSC-certified products, the Japanese market is one of
the most important markets if measured by size: it is the largest seafood importer and the second largest
consumer in the world, after China. However, little research has been done on Japanese consumer
preferences for ecolabeled seafood. This study investigated potential consumer preferences for MSC
products using experimental auctions, a method to create a realistic but controlled purchasing environment, to
measure the willingness to pay (WTP) for eco-labels. In our experiment we also added several patterns of
information treatments. This was motivated by findings from a previous study showing that Japanese
consumers are less aware of the state of world fisheries, and consequently the relevance of eco-labels such
as the MSC label. We investigated if and how the provision of information might alter the consumers
preferences by providing participants with: 1. no information, 2. information on the MSC program, 3.
information on the state of world fisheries, and 4. the combined information. Our analysis found significant
differences in bids between labeled and non-labeled products dependent upon information provided.
WTP for eco-labeled products given MSC information were not so different from the no information case,
but were significantly different when given fishery information and both. Therefore, consumers have a
potential to demand MSC products on the condition that they are aware of the necessity for fishery
certification together with the meaning of the MSC label.
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| Citation |
- Wakamatsu, Hiroki, Hirotsugu Uchida, Cathy A. Roheim, Christopher M. Anderson and Shunsuke Managi. 2010. Consumer Preferences for Eco-Labeled Seafood in Japan and the influence of information on the Preferences. 12 pages. In: Proceedings of the Fifteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 13-16, 2010, Montpellier, France: Economics of Fish Resources and Aquatic Ecosystems: Balancing Uses, Balancing Costs. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2010.
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| Funding Statement (additional comments about funding) |
- US National Oceanic and Atmospheric Administration (NOAA) Fisheries Division, Agence Française de Développement, Ministère de l’Enseignement Supérieur et de la Recherche, Ministère de L’Alimentation de L’Agriculture et de la Pêche, Ministère de l’Énergie, du Développement Durable et de la Mer, La Région Languedoc Rouslilon, Département Hérault, Montpellier Agglomèration, The Department of Fisheries and Oceans, Canada, and AquaFish Collaborative Research Support Program (CRSP).
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| Additional Information |
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