Consumers’ Preferences and Willingness to Pay for Fish Products with Health and Environmental Labels: Evidence from Five European Countries
Résumé
Seafood products are important sources of protein and components of a healthy and
sustainable diet. Understanding consumers’ preferences for fish products is crucial for increasing
fish consumption. This article reports the consumer preferences and willingness to pay (WTP) for
different fish species and attributes on representative samples in five European countries (n = 2509):
France, Germany, Italy, Spain, and the UK. Consumer choices were investigated for fresh fish in a
retail market under hypothetical situations arranged by a labelled choice experiment conducted for
seven fish species: Cod, herring, seabass, seabream, salmon, trout, and pangasius. The results show
the highest premiums for wild-caught fish than farm-raised alternatives. Ready-to-cook products
are generally preferred to whole fish, whereas fish fillet preference is more species-specific. The
results show positive premiums for a sustainability label and nutrition and health claims, with high
heterogeneity across countries and species. With consumers’ preferences and WTP being largely
country- and fish-dependent, businesses (fish companies, retailers, and others) should consider the
specific market context and adapt their labelling strategies accordingly. Public authorities
campaigns should inform consumers about the tangible benefits related with health and
environmental labels.
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