Who is prepared to pay for sustainable fish? Evidence from a transnational consumer survey in Europe

Sustainability of increasing relevance also for seafood markets. The aim of this contribution is to analyse consumer preferences and their willingness to pay (WTP) for different sustainability claims. The contingent valuation method was applied to elicit consumers’ WTP in eight European countries. The WTP varies between seven and almost 20%, depending on attribute and country. Three consumer groups become apparent: the largest group without any additional WTP, a smaller group with a moderate additional WTP of plus 17%, and a very small group with an additional WTP of more than 40%. Clear differences between countries regarding preferences for different sustainability attributes, particularly in the segment with highest WTP are obvious.