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|Title: ||Seafood Substitution and Mislabeling: WTP for a Locally Caught Grouper Labeling Program in Florida|
|Authors: ||Ropicki, Andrew J.|
Larkin, Sherry L.
Adams, Charles M.
|Authors (Email): ||Ropicki, Andrew J. (email@example.com)|
Larkin, Sherry L. (firstname.lastname@example.org)
Adams, Charles M. (email@example.com)
willingness to pay
|JEL Codes: ||Q22|
|Issue Date: ||2010-04-21|
|Series/Report no.: ||Marine Resource Economics|
|Abstract: ||Recent media reports have documented the fraudulent mislabeling of grouper at several Florida restaurants whereby customers were sold lower-valued species instead of grouper. This article uses data from 400 seafood eating Floridians to determine awareness of reported substitution, effects on consumption, and willingness to pay (WTP) for a product integrity labeling program. Using a novel frequency-based polychotomous choice (PC) contingent valuation format, designed for products that are purchased often, WTP is estimated based on level of commitment to the product integrity labeling program. Sixty-two percent of respondents were aware of the reported substitution, 57% of those changed their seafood consumption, and respondents were willing to pay an average premium of $0.83 to $3.18 for grouper entrees at restaurants with a product integrity label. The factors that helped to explain the change in consumption and WTP were identified and can be used to help improve current labeling and marketing efforts.|
|Institution/Association: ||Marine Resource Economics>Volume 25, Number 1, 2010|
|Total Pages: ||16|
|From Page: ||77|
|To Page: ||92|
|Collections:||Volume 25, Number 1, 2010|
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