#4728. Consumer appreciation of a shark-free eco-label for small pelagics

August 2026publication date
Proposal available till 24-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Business, Management and Accounting (miscellaneous);
Food Science;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
The objective of this study is to assess if fish consumers are sensible to shark protection and if they would contribute paying more for small pelagic fishes coming from fisheries that are certified as “shark-free”. This allows the correction of two sources of bias (i.e. preference uncertainty and anchoring effect) and has permitted that the two estimation methods converged to the same result. Consumers show interest for the “shark-free” label. Premium price is estimated at +26%. Variables affecting willingness to pay (WTP) in the sample are age, income, environmental attitude, knowledge of organic labels and frequency of small pelagics consumption. Results need to be confirmed by a replication on a larger (probabilistic) sample and with a different distribution of bids. Ecosystems provide different benefits to humankind, including non-use services, such as the satisfaction to know that a species is well conserved. Generally, appreciation is higher for what are considered charismatic species. In this paper, the authors investigate if sharks can be considered charismatic species despite their “bad reputation”.
Keywords:
Contingent valuation; Eco-label; Premium price; Sustainable fisheries; Willingness to pay

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