Efficiency of Sustainability Cues in Consumer Choices of Seafood—Consumer Segments and Willingness to Pay in Southern China

Yangyang Li, Stolz Hanna, Ning Jiang (), Xiangping Jia and Fang Gao
Additional contact information
Yangyang Li: Agricultural Information Institution, Chinese Academy of Agricultural Sciences, No. 12 Zhongguancun South Street, Haidian District, Beijing 100081, China
Stolz Hanna: Research Institute of Organic Agriculture, 900163 Frick, Switzerland
Ning Jiang: Agricultural Information Institution, Chinese Academy of Agricultural Sciences, No. 12 Zhongguancun South Street, Haidian District, Beijing 100081, China
Xiangping Jia: Agricultural Information Institution, Chinese Academy of Agricultural Sciences, No. 12 Zhongguancun South Street, Haidian District, Beijing 100081, China
Fang Gao: Center of Agro-Product Safety and Quality, Ministry of Agriculture and Rural Affairs, No. 223 Chaowai Street, Chaoyang District, Beijing 100020, China

Sustainability, 2024, vol. 16, issue 20, 1-17

Abstract: Achieving sustainability goals in the food system should be informed by consumer demand that signals the market trend and drives systemic changes. This study examines the efficiency of sustainability cues in influencing consumer choices of seafood among consumers in Southern China. The preference and willingness to pay for each seafood attribute are estimated using the Latent Class Logit model. The results show that respondents strongly believed in governmental certifications and were more willing to pay for domestic seafood certified to public standards over imported seafood with third-party sustainability certifications. By integrating individual characteristics into the membership function, this study finds that the preference for sustainability cues and other authenticity cues is related to seafood consumption habits and education. The study highlights the efficiency heterogeneity of sustainability cues, providing valuable insights for formulating public policy and developing marketing strategies that promote sustainable consumption.

Keywords: sustainable seafood; willingness to pay; consumers; certification; latent class model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/20/8893/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/20/8893/ (text/html)

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:gam:jsusta:v:16:y:2024:i:20:p:8893-:d:1498384

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().