Prosocial fish consumption and implications for labeling policy

Shinichi Kitano and Naotoshi Yamamoto

Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), 2021, vol. 90, issue C

Abstract: As concerns about consumers’ social purchasing, especially in developed countries, increase, marketing strategies and policy geared to solving social problems, such as resource overuse must consider consumer behavior. By focusing on fish consumption and cause-related marketing that targets prosocial consumers, we considered how consumers respond to this strategy and accordingly segmented them. We used choice experiments to estimate consumers’ willingness to pay for products labeled based on their contribution to different “causes,” and its distribution. The results showed that consumers have considerably more marginal willingness to pay (MWTP) for causes than for other common attributes. Consumers also have higher MWTP, on average, for local causes than for global ones. We confirmed that there is heterogeneity in the MWTP for causes among consumers based on three consumer segments: the majority who have MWTP for both local and global causes, some who have MWTP only for local causes, and a minority who are cause-resistant. Segmentation analysis, providing valuable insights for marketing managers and policymakers, suggested that experience is more important than knowledge in guiding consumers toward prosocial behavior.

Keywords: Fish consumption; Prosocial behavior; Choice experiment; Consumer heterogeneity; Cause-related marketing (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S221480432030700X
Full text for ScienceDirect subscribers only

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:eee:soceco:v:90:y:2021:i:c:s221480432030700x

DOI: 10.1016/j.socec.2020.101657

Access Statistics for this article

Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics) is currently edited by Pablo Brañas Garza

More articles in Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics) from Elsevier
Bibliographic data for series maintained by Catherine Liu ().