文章基本信息

标题：Are Consumers Willing to Pay More for Sustainable Products? A Study of Eco-Labeled Tuna Steak
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作者：Zhou, Guzhen ; Hu, Wuyang ; Huang, Wenchao 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2016
卷号：8
期号：5
出版社：MDPI, Open Access Journal
摘要：A high demand for seafood leads to overfishing, harms the long-term health of seafood stocks, and threatens environmental sustainability in oceans. Sustainability certification is one of the major sustainability movements and is known as eco-labeling. For instance, in the tuna industry, leading tuna brands have committed to protecting sea turtles by allowing the tracing of the source of their tuna â€œfrom catch to can.â€ This paper relies on an Internet survey on consumers from Kentucky conducted in July 2010. The survey investigates household-level tuna steak (sashimi grade) consumption and examines consumer preferences for eco-labeling (â€œCertified Turtle Safeâ€ (CTS) in this study) while mimicking individualsâ€™ seafood procurement processes. A random parameter logit model is utilized, and willingness-to-pay measures are calculated based on model estimation results. It was found that respondents on average preferred turtle-safe-labeled tuna steak and were likely to pay more for it; however, they were less likely to purchase wild-caught species, and insignificant results were found for pre-frozen. Moreover, significant heterogeneities were found across individuals regarding tuna steak purchases. The findings indicate evidence of public support for environmental friendliness, particularly with regard to eco-labeling.
关键词：eco-friendly labeling; willingness-to-pay; mixed logit model