Demand for ecolabeled seafood in the Japanese market: A conjoint analysis of the impact of information and interaction with other labels
Uchida, Hirotsugu, Onozaka, Yuko, Morita, Tamaki, & Managi, Shunsuke (2014) Demand for ecolabeled seafood in the Japanese market: A conjoint analysis of the impact of information and interaction with other labels. Food Policy, 44, pp. 68-76.
The use of seafood ecolabels is expanding in the world marketplace, but so are labels indicating other product attributes, such as country of origin and wild vs. farmed. The interactive effects of these labels and attributes in evaluating consumers' preferences for ecolabeled seafood are relatively unexplored. In this paper we investigate (1) the direct and interactive effects of seafood ecolabels with other common fish labels, and (2) how consumers' perceptions about the state of marine stocks and the valuation of ecolabels may be affected by different information. We find moderate interactive effects between ecolabels and country of origin labels, whereas the valuation for seafood ecolabels is fairly high. In terms of information, we find that consumers' perceptions about fish stock levels changed (negatively) after receiving information on declining stock levels, and more sensationalized information led to increased change. However, valuation for a seafood ecolabel increases only when the information was perceived positively (credible/interesting); whereas exaggerated information (which was also perceived less credible) had insignificant effects on WTP.
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|Item Type:||Journal Article|
|Keywords:||Choice experiment, Consumer preference, Ecolabeled seafood, Japanese market, Multiple attributes interactions, consumption behavior, demand analysis, ecolabeling, economic impact, food market, preference behavior, seafood, valuation, Japan|
|Subjects:||Australian and New Zealand Standard Research Classification > ECONOMICS (140000) > APPLIED ECONOMICS (140200)|
|Divisions:||Current > Schools > School of Economics & Finance|
|Deposited On:||17 May 2015 23:21|
|Last Modified:||19 May 2015 01:15|
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