Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consumers' perception of farmed fish and willingness to pay for fish welfare

Consumers' perception of farmed fish and willingness to pay for fish welfare Purpose – Aquaculture is, an important animal farming activity, and fish welfare has recently become an important issue in the EU. Driving forces behind the promotion of fish welfare are demands from retailers and consumers. Given this background, it is the main objective of this paper in a Danish setting to investigate the willingness of consumers to pay for farmed rainbow trout with a quality label certifying good fish welfare. It also aims to describe consumers’ perception and consumption of farmed fish and their beliefs about fish welfare. Design/methodology/approach – A contingent valuation approach was used to evaluate consumers’ willingness to pay for fish welfare, using an open‐ended elicitation technique. To determine the factors that may influence consumers’ willingness to pay for fish welfare the binomial logit model was used. Data were collected from an online survey of Danish consumers in the spring of 2009, sample size 1,000. Findings – Of the sample, 48 percent were on average willing to pay 25 percent extra for welfare rainbow trout. Primarily women with a longer education, belonging to higher income households are willing to pay extra, also older consumers are more willing to pay more than younger consumers. Consumers who emphasize eco‐friendly production of welfare fish, freshness, and animal welfare also tend to be willing to pay extra. Originality/value – While much literature has addressed animal welfare and willingness to pay for it, only a few studies have specifically considered consumers’ perception of fish welfare and their willingness to pay for welfare fish. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Consumers' perception of farmed fish and willingness to pay for fish welfare

British Food Journal , Volume 113 (8): 14 – Aug 9, 2011

Loading next page...
 
/lp/emerald-publishing/consumers-perception-of-farmed-fish-and-willingness-to-pay-for-fish-mF0XUwvKVG

References (24)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070701111153751
Publisher site
See Article on Publisher Site

Abstract

Purpose – Aquaculture is, an important animal farming activity, and fish welfare has recently become an important issue in the EU. Driving forces behind the promotion of fish welfare are demands from retailers and consumers. Given this background, it is the main objective of this paper in a Danish setting to investigate the willingness of consumers to pay for farmed rainbow trout with a quality label certifying good fish welfare. It also aims to describe consumers’ perception and consumption of farmed fish and their beliefs about fish welfare. Design/methodology/approach – A contingent valuation approach was used to evaluate consumers’ willingness to pay for fish welfare, using an open‐ended elicitation technique. To determine the factors that may influence consumers’ willingness to pay for fish welfare the binomial logit model was used. Data were collected from an online survey of Danish consumers in the spring of 2009, sample size 1,000. Findings – Of the sample, 48 percent were on average willing to pay 25 percent extra for welfare rainbow trout. Primarily women with a longer education, belonging to higher income households are willing to pay extra, also older consumers are more willing to pay more than younger consumers. Consumers who emphasize eco‐friendly production of welfare fish, freshness, and animal welfare also tend to be willing to pay extra. Originality/value – While much literature has addressed animal welfare and willingness to pay for it, only a few studies have specifically considered consumers’ perception of fish welfare and their willingness to pay for welfare fish.

Journal

British Food JournalEmerald Publishing

Published: Aug 9, 2011

Keywords: Rainbow trout; Willingness to pay; Consumers; Retailers; Fish farming; Denmark; Fish welfare

There are no references for this article.