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Sustainability 2018, 10(9), 3276; https://doi.org/10.3390/su10093276

Consumer Preference for Eco-Labeled Seafood in Korea

1
Fisheries Research Division, Korea Maritime Institute, 26 Haeyang-Ro 301Beon-Gil, Yeongdo-Gu, Busan 49111, Korea
2
Graduate School of Management of Technology, Pukyong National University, 365 Sinseon-Ro, Nam-Gu, Busan 48547, Korea
*
Author to whom correspondence should be addressed.
Received: 17 August 2018 / Revised: 5 September 2018 / Accepted: 12 September 2018 / Published: 13 September 2018
(This article belongs to the Section Sustainable Agriculture, Food and Wildlife)
Full-Text   |   PDF [491 KB, uploaded 13 September 2018]   |  

Abstract

In Korea, fishery managers, eco-labeled program operators, and the government need detailed information regarding individual-level preferences for eco-labeled seafood. This study aims to identify the determinants of consumer preference for such seafood. Specifically, an ordered probit model is estimated by using micro-survey data obtained from interviews of 2773 randomly selected Korean households. Overall, the estimation results reveal that the chosen model is appropriate to analyze consumer preference for eco-labeled seafood. The coefficients of consumption frequency, the importance of price, the confirmation of origin, residential area, and household income are statistically meaningful. If consumers consider price an important factor, their consumption of eco-labeled seafood may decrease. Moreover, consumers with interest in the origin of seafood are more likely to accept eco-labeled seafood. To increase the consumption of eco-labeled seafood, it is recommended to develop products designed specifically for segmented markets and promote functional features. The findings can provide a valuable guideline to marketing managers and policy makers for designing effective strategies regarding eco-labeled seafood. View Full-Text
Keywords: consumer preference; eco-labeled seafood; ordered probit model; Korea consumer preference; eco-labeled seafood; ordered probit model; Korea
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Kim, B.-T.; Lee, M.-K. Consumer Preference for Eco-Labeled Seafood in Korea. Sustainability 2018, 10, 3276.

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