Consumers’ Perception and Willingness to Pay for Eco-Labeled Seafood in Italian Hypermarkets
Sergio Vitale 1; Federica Biondo 2; Cristina Giosuè 3; Gioacchino Bono 1; Charles Odilichukwu R. Okpala 4; Ignazio Piazza 5; Mario Sprovieri 5; Vito Pipitone 6; 7;
The aim of this paper is to discuss eco-labels for fish products, which are a useful tool to
improve both seafood markets and strategies for sustainability management. In this study, 560
consumer-surveys were conducted in selected towns in northern and southern Italy. Both probit
and linear regression modeling were used to measure consumers’ perception and willingness to pay
for anchovy eco-labels. Italian hypermarket consumers demonstrated attention to environmental
features as well as to eco-products, at times, independent of income. The results of this study show
that willingness to pay relates to gender, family situation, mass communication, environmental
features, angler community, and store, along with information from eco-labels. Specifically, females
appeared highly responsive to seafood eco-labels, and their preferences were informed by
environmental aspects along with a strong intrinsic motivation to protect marine habitats.
According to our analysis, seafood eco-labels could increase the consumers’ willingness to pay
between 16%-24% more for the product. Given that consumers? willingness to pay can reveal a new
form of an “ecosystem approach to fishery management”, there is a high chance that premium prices
could become a tool for sustainable resource management.
2020 - Journal article
Sustainability (Basel) 12 (2020). doi:10.3390/su12041434
Keywords: awareness;, price premium, European anchovy, Mediterranean Sea