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Consumer Acceptance of Eco-Labeled Fish: A Mexican Case Study

Mónica Pérez-Ramírez (), Marco Antonio Almendarez-Hernández (), Gerzaín Avilés-Polanco () and Luis F. Beltrán-Morales ()
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Mónica Pérez-Ramírez: Centro de Investigaciones Biológicas del Noroeste (CIBNOR), Calle IPN 195, La Paz, B.C.S. 23096, Mexico
Gerzaín Avilés-Polanco: Universidad Autónoma de Baja California Sur, Carretera al Sur Km 5.5, La Paz, B.C.S. 23080, Mexico
Luis F. Beltrán-Morales: Centro de Investigaciones Biológicas del Noroeste (CIBNOR), Calle IPN 195, La Paz, B.C.S. 23096, Mexico

Sustainability, 2015, vol. 7, issue 4, 1-18

Abstract: Fish eco-labeling is a market-based incentive program for sustainable fisheries. This paper examines consumers’ acceptance of eco-labeled fish by using data from a pilot study conducted in a coastal area of northwestern Mexico. An ordered probit model was applied, using 364 observations. The results show that most respondents favor the idea of eco-labeled fish as a sustainable option and know that this is a costlier option. Income level, consumers’ occupation and frequency of fish consumption are factors taken into account in the buying decision. Price was not a statistically significant factor affecting purchase decision. The study suggests that employed consumers with knowledge of labels may prioritize their demand for eco-labeled fish. Thus, providing a clear definition of sustainability that increases consumer awareness might be a promising strategy in developing the market for eco-labeled fish. The results and their implications could be employed as an element for future development of consumer policies related to fish sustainability.

Keywords: eco-labeling; seafood; dolphin-safe; MSC certification; consumer preferences; probit model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2015
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