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Do Japanese consumers care about sustainable fisheries? Evidence from an auction of ecolabelled seafood

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  • Uchida, Hirotsugu
  • Roheim, Cathy A.
  • Wakamatsu, Hiroki
  • Anderson, Christopher M.
Abstract
This paper investigates Japanese consumers’ willingness to pay for Marine Stewardship Council (MSC) ecolabelled seafood using a sealed bid, second price auction. Participants in an experiment in Tokyo were provided varying degrees of information about the status of world and Japanese fisheries and the MSC program in sequential rounds of bidding on ecolabelled and nonlabelled salmon products. A random-effects tobit regression shows that there is a statistically significant premium of about 20 per cent for MSC-ecolabelled salmon over nonlabelled salmon when consumers are provided information on both the status of global fish stocks and the purpose of the MSC program. This premium arises from a combination of an increased willingness to pay for labelled products and a decreased willingness to pay for unlabelled products. However, in the absence of experimenter-provided information, or when provided information about the purpose of the MSC program alone without concurrent information about the need for the MSC program, there is no statistically significant premium.

Suggested Citation

  • Uchida, Hirotsugu & Roheim, Cathy A. & Wakamatsu, Hiroki & Anderson, Christopher M., 2014. "Do Japanese consumers care about sustainable fisheries? Evidence from an auction of ecolabelled seafood," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 58(2), April.
    • Handle: RePEc:ags:aareaj:260084
    DOI: 10.22004/ag.econ.260084
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    9. Kai-Lih Chen & Wei-Hsin Kong & Chi-Cheng Chen & Je-Liang Liou, 2021. "Evaluating Benefits of Eco-Agriculture: The Cases of Farms along Taiwan’s East Coast in Yilan and Hualien," Sustainability, MDPI, vol. 13(19), pages 1-23, September.
    10. Lin, Yu-Hsuan & Kim, KyungJa, 2017. "Willingness to Pay for Government-Certified Agri-Products in South Korea," MPRA Paper 84100, University Library of Munich, Germany.
    11. Lucio CECCHINI & Biancamaria TORQUATI & Massimo CHIORRI, 2018. "Sustainable agri-food products: A review of consumer preference studies through experimental economics," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 64(12), pages 554-565.
    12. Bronnmann, Julia & Asche, Frank, 2017. "Sustainable Seafood From Aquaculture and Wild Fisheries: Insights From a Discrete Choice Experiment in Germany," Ecological Economics, Elsevier, vol. 142(C), pages 113-119.
    13. Gregori, M. & Nassivera, F., 2014. "Health and Green consciousness in consumer behavior: a case study on Eco-labelled food products," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L'Informatore Agrario, vol. 2014(3).
    14. Duan, Dinglin & Gao, Zhifeng & Uddin, Md Azhar & Nian, Yefan & Nguyen, Ly, 2022. "Tracing the Trends in Consumer Preferences for Eco-labeled Food: A Text Mining and Topic Modeling Approach," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322419, Agricultural and Applied Economics Association.
    15. Higgins, Kieran & Hutchinson, W. George & Longo, Alberto, 2020. "Willingness-to-Pay for Eco-Labelled Forest Products in Northern Ireland: An Experimental Auction Approach," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).
    16. Chengyan Yue & Yufeng Lai & Jingjing Wang & Paul Mitchell, 2020. "Consumer Preferences for Sustainable Product Attributes and Farm Program Features," Sustainability, MDPI, vol. 12(18), pages 1-19, September.

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