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Volume 25, Number 1, 2010 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/94214
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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. (aropicki@ufl.edu)
Larkin, Sherry L. (slarkin@ufl.edu)
Adams, Charles M. (cmadams@ufl.edu) |
| Keywords: | Grouper
mislabeling
polychotomous choice
willingness to pay
product integrity |
| JEL Codes: | Q22
D12
Q13 |
| Issue Date: | 2010-04-21 |
| Series/Report no.: | Marine Resource Economics
MRE 25(1) |
| 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. |
| URI: | http://purl.umn.edu/94214 |
| Identifiers: | 0738-1360 |
| 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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| 09 Ropicki.pdf | | 405Kb | PDF | View/Open |
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