Rhode Island Branding Program for Local Seafood: Consumer Perceptions, Awareness, and Willingness-to-Pay

Nicole Richard and Lori Pivarnik

Journal of Agriculture, Food Systems, and Community Development, 2020, vol. 9, issue 2

Abstract: A state brand was created for Rhode Island (RI) seafood in an effort to encourage the development of the fishing and aquaculture industries. Little was done to assess RI consumers, however, regarding their perceptions and understanding of local sea­food. Therefore, a survey (N=968) of RI consum­ers at least 18 years old was implemented to assess consumer perceptions, purchasing choices, and understanding of local seafood. The majority of RI consumers, regardless of income, education, and locality, would prefer local seafood if they could easily find it in the market and if they could trust the brand to identify product choices. The top three places to purchase seafood were supermar­kets, seafood specialty stores, and restaurants. Sea­food quality, taste preference, safety at pur­chase, and absence of contaminants were con­sidered important or very important factors influ­encing purchasing decisions; however, respondents felt only somewhat knowledgeable about key sea­food attributes. More than half of survey consum­ers (66%) felt that the branding logo, created by the RI Department of Environmental Manage­ment, would encourage them to select a local sea­food product, and 53% indicated they would be more willing to try a seafood product if it were labeled local. However, only 12% of respond­ents recog­nized the brand for local RI seafood. This informa­tion will be used by state partners to help develop an outreach strategy to promote the RI seafood brand and local seafood and will be used to inform current policy regarding branding. See the press release for this article.

Keywords: Community/Rural/Urban Development; Consumer/Household Economics; Demand and Price Analysis (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/360139/files/766.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:joafsc:360139

Access Statistics for this article

More articles in Journal of Agriculture, Food Systems, and Community Development from Center for Transformative Action, Cornell University
Bibliographic data for series maintained by AgEcon Search ().