Munich Personal RePEc Archive

Certification Labels Vs Convenience Formats: What drives the market in aquaculture products?

Carlucci, Domenico and Dedevitiis, Biagia and Nardone, Gianluca and Santeramo, Fabio Gaetano (2016): Certification Labels Vs Convenience Formats: What drives the market in aquaculture products? Forthcoming in: Marine Resource Economics

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Abstract

Consumer expectations in relation to food quality present new business opportunities for EU aquaculture producers who are willing to differentiate their products. In particular, new convenience formats and certification labels are likely to influence consumer choices. This study uses the choice experiment method to investigate consumer preferences and willingness to pay for new convenient formats and certification labels for oysters. Cross-sectional data were collected through a web-based consumer survey carried out in Italy in 2015. The main result of the study is that certification labels are decisively more effective than new convenient preparation formats to differentiate high quality products. However, some heterogeneity was detected in consumer preferences.

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