Consumers’ Preferences for Fish Attributes

15 Sep, 2020

Since 2015 the team of Agricultural Economists of University of Parma has been involved in the Horizon2020 PrimeFish project, which aims to develop an innovative market-orientated prediction toolbox.

It allows strengthening the economic sustainability and competitiveness of European Seafood on Local and Global markets. Recently, a publication of our team has been published with the goal of better understanding consumers’ preferences for fish products. In particular, the aim was to investigate the consumer preferences and willingness to pay (WTP) for different fish species and attributes on representative samples in five European countries (n = 2509): France, Germany, Italy, Spain, and the UK. Consumer choices were investigated for fresh fish in a retail market under hypothetical situations arranged by a labelled choice experiment conducted for seven fish species: Cod, herring, seabass, seabream, salmon, trout, and pangasius. The results show the highest premiums for wild-caught fish than farm-raised alternatives. Ready-to-cook products are generally preferred to whole fish, whereas fish fillet preference is more species-specific. The results show positive premiums for a sustainability label and nutrition and health claims, with high heterogeneity across countries and species. With consumers’ preferences and WTP being largely country- and fish-dependent, businesses (fish companies, retailers, and others) should consider the specific market context and adapt their labelling strategies accordingly. Public authorities campaigns should inform consumers about the tangible benefits related with health and environmental labels.

The full article is available here: Davide Menozzi et al. 2020. Consumers’ Preferences and Willingness to Pay for Fish Products with Health and Environmental Labels: Evidence from Five European Countries


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