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Assessing Consumer Valuation of Sustainability Certification in Seafood Products: Insight from a Discrete Choice Experiment of Korean Blue Food Market

Year: 2025

Type: article

Abstract: ), one of the most important imported seafood products in South Korea. This experiment investigates consumer preferences across five product attributes: country of origin, product type, preparation method, sustainability certification, and price. Data were collected through an online survey administered by a professional research firm that yielded 24,000 valid choice observations from 1000 respondents. Conditional logit estimates revealed that all specified attributes significantly influenced consumer choices among seafood alternatives. Among the key product attributes, sustainability certification has emerged as the most influential factor affecting consumer decisions. The marginal willingness to pay for sustainably certified aquaculture is estimated to be USD 1.33 per 100 g. These findings provide valuable insights for seafood marketers and policymakers who seek to promote sustainable aquaculture in South Korea.

Source: Foods

DOI: 10.3390/foods14162821

Authors: Dong-Hun Go, Sangchoul Yi

Institutions: Korea Maritime Institute, Pukyong National University

Language: English

Topic: Economic and Environmental Valuation

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

SDGs: Life below water, Responsible consumption and production

Open Access status: gold

Estimated APC paid: $3,499