PURCHASING SHRIMP FOR AT-HOME CONSUMPTION: THE RELATIVE IMPORTANCE OF CREDENCE VERSUS PHYSICAL PRODUCT FEATURES

Abstract

Consumers have become increasingly concerned with the quality, safety and production features of food. Certain population segments will pay more for food products carrying a label identifying credence features that consumers cannot evaluate, even after consumption. Seventy-nine market research questionnaires were completed by consumers purchasing live shrimp at two harvest sales at a University of Florida pond aquaculture facility. A conjoint analysis experiment was included to quantify the utility value and relative importance of seven different shrimp product physical and credence features: species, size, refrigeration state, product form, purchase price, country of origin label, and production method label. Both credence features had positive impacts on shrimp product utility, with country of origin label conferring higher positive utility than any other shrimp feature. Utility associated with wild-harvested shrimp was slightly higher than the utility of farm-raised shrimp. These results provide justification of seafood industry support for mandatory country of origin labeling.

Keywords:

• conjoint analysis
• consumer preferences
• COOL
• shrimp

ACKNOWLEDGMENTS

This research was supported by the Florida Agricultural Experiment Station and a grant from the Florida Department of Agriculture and Consumer Services, and approved for publication by the UF/IFAS Indian River REC as Journal Series No. R-010601.

Notes

*Source: Claritas, Inc. (2000)

¹t-values for effects coded dummy variables indicate whether the variables are significantly different from the mean preference value.

² Calculated parameters for base level of effects-coded dummy variables.

*Significant at the 0.05 level.

**Significant at the 0.10 level.