Consumer Preferences for Eco-Labeled Seafood in Japan and the influence of information on the Preferences Public Deposited

http://ir.library.oregonstate.edu/concern/conference_proceedings_or_journals/nv935377t

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  • 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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  • 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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