The Economics of Ecolabelling - SEAFOOD Ecolabelling: Principles and Practice - page 44

Approximately 34% of respondents preferred uncertified seafood, while 15% (a
relatively large percentage) gave no answer.
To test the hypothesis that consumer preferences for ecolabelled seafood differ
across nations, econometric analysis similar to that discussed above was performed.
In this case, Norwegian and US data were combined, with appropriate variables
specified to determine if there were differences in the two sets of respondents. To
compare premiums in both kroner and US dollars, premiums were converted into
percentages. Again, results indicate that as premiums grow, consumers will be less
likely to choose ecolabelled seafood. This effect is even stronger in Norway, thus
consumers in Norway may be more price-sensitive than those in the US. In addition,
consumers in Norway are more likely than those in the US to be influenced by the
certifying agency. Those Norwegians who belong to an environmental organisation
are less likely to choose certified seafood than US respondents who are members
of environmental groups.
There are several important implications from the international comparisons
described above. After respondents to these surveys were informed about what the
product was being certified for (i.e. why it had an ecolabel), they were asked to
make their choices between certified and non-certified products. The results showed
that the majority of respondents chose ecolabelled products; however, that choice
was very dependent on the size of the price premium. In addition, the sample of
consumers who were surveyed in each country could be considered 'educated'
consumers, i.e. educated about the meaning of the ecolabel. In reality, when these
choices are no longer hypothetical and consumers may be more or less educated
about the ecolabels, consumers may be more or less likely to choose products
from certified fisheries. That choice will certainly depend on the premium paid
for ecolabelled fish over non-ecolabelled, but will also depend on how aware the
consumer is about the issue that the ecolabel addresses. Furthermore, the consumer
must understand the content of the label, i.e. the link between their purchasing
decision and effective management of the seafood resource.
In contrast to the studies discussed above, Jaffry et al . (2004) compared several
species and product forms on the basis of both sustainability and quality claims in
UK. Six hundred in-home surveys conducted in 2001 were the basis of the empirical
data. There were several sections of the survey, collecting data on general food
purchases and factors affecting food purchases; fish purchases and factors affecting
fish purchases; socio-economic and demographic questions; and the key portion
of the survey in which consumers were asked to choose between fish products
of various attributes in an experimental design somewhat similar to those used in
Wessells et al . (1999b) and Johnston et al . (2001).
In the UK survey, consumers were given a definition for certified sustainable
products as 'fish supplies are maintained; high fish populations are guaranteed;
and long term environmental damage is avoided'. Certified high-quality fish were
defined as 'the quality of the fish has been assessed and the safety, freshness, taste
and appearance of the fish has been shown to be of a high standard'. The survey