Are French consumers ready to pay a premium for eco‐labeled seafood products? A contingent valuation estimation with heterogeneous anchoring

Abstract

International audienceCould the future French eco-label for fresh seafood products find its place in the French market? This study employs a contingent valuation method to estimate French consumers’ willingness-to-pay (WTP) for eco-labeled fresh seafood products. We exploit original data from a survey carried out in 2010, where 626 participants responded to a double-bounded dichotomous choice model, through an ascending or descending bid system. Controlling for shift and anchoring effects in random effect probit models, we significantly improve estimation of WTP and its determinants for the three species studied (monkfish, lobster, sole), in particular when using heterogeneous anchoring. We show that WTP is positively correlated to respondents’ income, and also to their environmental concern, to living alone, to living far from the coast, and to trusting NGOs or public institutions more than producer organizations to implement an eco-label. We also show that the mean price premiums do not differ between species. Finally, on average, the maximum premium consumers accepted to pay is approximately 10% of the product price

Public willingness to pay a premium for uni‐material beverage container in Korea: a contingent valuation study

“…The previous studies found that the premium for EFPs ranges from 2.5 to 16.0% of the price for the non-EFP (e.g. see Loureiro & Lotade 2005;Bernab eu et al 2008;Salladarr e et al 2016). Thus, our finding of 10.7% falls within the scope of the previous studies' findings.…”

“…; Salladarré et al . ). Thus, our finding of 10.7% falls within the scope of the previous studies’ findings.…”

“…(), Neill () and Salladarré et al . () have employed the CV method to valuing the consumers’ preference for EFPs. Therefore, our approach of employing the CV in valuing the consumers’ preference of the UBC is appropriate judging from the practice adopted in the previous studies.…”

Consumers’ Preferences and Willingness to Pay for Fish Products with Health and Environmental Labels: Evidence from Five European Countries

“…Sustainability labelling is a market-based instrument promoting sustainable fisheries [ 24 , 25 ], considered an incentive for a responsible management of fisheries [ 26 , 27 ] as it decreases the information gap between producers and consumers [ 28 ]. Specifically, eco-labels are becoming an important attribute of fish choice, and preferences over eco-labelled seafood products have been studied for wild [ 20 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 ] and farmed species [ 20 , 41 , 42 , 43 , 44 ]. Other authors showed that most consumers associate sustainability labels on food products with aspects of environmental protection rather than ethical issues [ 4 ]; this also translates to a lower willingness to pay (WTP) for social benefits of sustainability rather than for ecological benefits [ 45 ].…”

A responsible proposal for Italian seafood consumers’

“…In the last years, several studies investigated worldwide the consumer"s awareness and willingness to pay for sustainable seafood (Johnston et al, 2001;Johnston & Roheim, 2006;Erwann, 2009;Goyert et al, 2010;Masahiko, 2010;Roheim et al, 2011;Davidson et al, 2012;Xu et al, 2012;Fernández-Polanco et al, 2013;Sogn-Grundvåg et al, 2013;Uchida et al, 2014;Fonner & Sylvia, 2015;Blomquist et al, 2015;Salladarré et al, 2016, McClenachan et al, 2016Bronnmann & Asche, 2016;Zhou et al, 2016;Rickertsen et al, 2017;Sun et al, 2017;Vitale et al, 2017), showing as these aspects may not directly translated into sustainable consumer behavior (World Business Council for Sustainable Development, 2008;Clonan et al, 2011;Nguyen et al, 2010;Brécard et al, 2012;Richter et al, 2017). Indeed, the sustainable seafood consumption is a very intricate process, where different factors (intentions, attitudes, social norms, trust, knowledge, habits, situational and socioeconomic conditions) and their interactions can influence the consumer"s behavior (fig 1; Richter et al, 2017).…”