Do concerns for the environmental credentials of salmon aquaculture translate into WTP a price premium for sustainably farmed fish? A contingent valuation study in Ireland and Norway
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In this paper, Norwegian and Irish consumers’ willingness-to-pay for salmon that is produced under more sustainable aquaculture practices is examined using the contingent valuation method. A bivariate probit model is estimated where the consideration of environmentally friendly fish farming at time of purchase is jointly estimated with willingness-to-pay. The predicted joint probabilities of the bivariate probit model are calculated in order to examine if concerns for the environmental credentials of salmon aquaculture translate into willingness-to-pay a price premium for sustainably farmed fish. The results suggest that environmental concerns and attitudes are not the sole motivating factors influencing consumption behaviours.
KeywordsSalmon farming Aquaculture Contingent valuation method Bivariate probit WTP
This research was carried out as part of the AquaAccept project that was funded by the Norwegian Research Council, Research Program HAVBRUK2 (grant no. 244269E40).
Compliance with ethical standards
Conflict of interest
The authors declare that they have no conflict of interest.
This article does not contain any studies with animals performed by any of the authors.
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