Consumers’ Willingness to Pay for Fish with a Low Allergenic Potential

Abstract

This study explores the demand-side perspective on the factors influencing the willingness to pay (WTP) premium price for fish with a low allergenic potential (FWLAP). A survey to assess consumers’ behavior and preferences for fish products was implemented in a representative sample of the Portuguese general population (n = 640). The contingent valuation method was applied to elicit consumers’ WTP. Results indicated that only half of the consumers were willing to pay higher prices for FWLAP. Econometric results suggested that WTP for FWLAP is explained by the presence of fish-allergy pathologies in the household, and the fish unique characteristics and quality.

Keywords:

• Consumer acceptance
• contingent valuation method
• fish allergies
• premium price
• willingness to pay

Additional information

Funding

This work has been financially supported by project AllyFish (Ref. 16-02-01-FMP-0014, “Fish allergen modulation through nutritional and farming practices manipulation” – European Maritime and Fisheries Fund – Operational Programme Mar 2020). This work received national funding through the Foundation for Science and Technology (FCT) through project UID/Multi/04326/2019. Luis N. Pereira and Júlio C. Mendes acknowledge financial support from the Research Centre for Tourism, Sustainability and Well-being (CinTurs) [FCT Grant Number UIDP/SOC/04020/2020]. Denise Schrama acknowledge FCT PhD fellowship SFRH/BD/136319/2018