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Eliciting consumers' willingness to pay for organic and welfare-labelled salmon in a non-hypothetical choice experiment

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Kjetil Aune

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kjetil.aune@nofima.no

Livestock Science ; Volume 127. p. 218–226. 2010

Olesen, Ingrid; Alfnes, Frode; Rørå, Mia B.; Kolstad, Kari

The results in this paper indicate that consumers are willing to pay to improve animal welfare and reduce undesirable environmental effects from fish farming. Consequently, eco-labelling of farmed seafood such as animal welfare-labelled salmon and organic certified salmon might become an important differentiation strategy in the future. However, it is also shown that the producers of alternatively labelled seafood products must consider the aesthetic properties of their products and that labelled products of inferior appearance are unlikely to achieve the necessary price premium. Finally, it is shown how real choice experiments can be used to elicit consumers’ WTP for multiple product attributes including the colour of the fish, improved fish welfare, and environmental improvements. (C) 2009 Elsevier B.V. All rights reserved.

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