概要

This article presents the results from a mixed logit model choice experiment used to compare German consumers' preference (willingness-to-pay) for farmed, wild, and ecolabelled salmon, focusing on Marine Stewardship Council (MSC) labelled wild salmon and the relatively new Aquaculture Stewardship Council (ASC) labelled farmed salmon. The researchers aim to test whether previously found consumer preferences for wild seafood over farmed fish are related primarily to perceived differences in quality, or environmental sustainability. The results show substantial variation in consumer preferences, indicating that environmental values drive the market segmentation between wild and farmed fish more than quality concerns.