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This study aims to investigate consumers' decision-making process for purchasing certified aquaculture products using the theory of the planned behavior (TPB) model. Based on the TPB model, this study empirically examines the relationship among TPB constructs, namely; attitude, social norm, perceived behavioral control, and behavioral intention to purchase sustainably produced products (i.e., Aquaculture Stewardship Council-certified products). Data from a web-based survey conducted through an online survey company (960 usable response samples) are analyzed using structural equation modeling. The results indicate that all latent variables (i.e., attitude, social norm, and perceived behavioral control) positively affect consumers' behavioral intention. More importantly, environmental awareness moderates the relationships between TPB constructs and behavioral intention. In the case of the high awareness group in this study, attitude influences behavioral intention more than social norm does. On the contrary, in the case of the low awareness group, social norm influences behavioral intention more than attitude does.Sustainability 2019, 11, 3840 2 of 18 for sustainable aquaculture is essential in a market-based approach, therefore, consumer research on sustainable aquaculture products is of great importance [3]. Consumer support can be earned through implementing sustainability-related certification systems [9]. The certification systems are a mechanism for transferring value, trust, and reward between producers and consumers.Even though consumer awareness of and support for sustainable aquaculture are an essential factor for implementing sustainable aquaculture, academic research on consumer awareness and attitudes toward sustainable aquaculture have been limited. It is unclear which latent variables affect pro-environmental consumer behavior (e.g., purchasing certified products for sustainable production) and how the environmental awareness of the consumer affects their behavior. Therefore, the author proposes the following research questions so as to fill such research gaps:

There has been growing acceptance in Asia that consumer participation in green consumption can lead to sustainable agriculture and aquaculture development. In this context, this study investigates how consumers’ psychological (i.e., attitudes and social norms) and socio-economic characteristics affect their willingness to pay (WTP) for sustainable agricultural products. To this end, the study incorporates attitude and social norms as components of the theory of reasoned action into the contingent valuation method, thereby establishing an estimation model for consumers’ WTP. Based on an online market survey of adults in South Korea from June to July 2018, the results show that consumers’ attitudes and social norms positively affect WTP for the rice and loach produced through integrated agriculture–aquaculture (IAA). However, the variables in the model affect consumers’ WTP differently, depending on the type of IAA product. For IAA rice, both socio-economic (e.g., income) and psychological variables affect WTP. However, in the case of IAA loach, only social norms are statistically significant in affecting consumers’ WTP.

A New Ecological Paradigm scale was used as a measurement tool to determine consumer perception of the environment through the context of red seabream (Pagrus major) aquaculture and the use of copper-alloy nets. To identify the underlying dimension of consumer perception, exploratory factor analysis was conducted, which showed that consumer perception comprised two dimensions—nature and balance, and human dominance—yielding two indicators as independent variables for a contingent valuation method estimation. The estimation results indicate that demographic variables and one consumer perception variable (i.e., the human dominance indicator) are insignificant. However, the economic variable, one consumer perception variable (i.e., nature and balance), and seafood preference are significant. Finally, willingness-to-pay was estimated for sustainable aquaculture products by comparing the mean willingness-to-pay within New Ecological Paradigm-level groups.

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