Abstract
It is critical to accurately assess consumer preference for sustainable seafood because they can use their purchasing power to shape the market. Much of the research on consumer preference for ecolabeled seafood fails to account for attribute non-attendance (ANA), which may result in biased estimation of preference for sustainable seafood. We elicit Chinese consumer preference for ecolabel certification of salmon fish entrées by accounting for ANA using two approaches. Our results reveal that the stated ANA approach is a more straightforward and robust approach to deal with ANA in choice experiments. Our results also show that consumers are willing to pay the highest for ecolabel certification among all the attributes examined. With a strong preference for ecolabeled seafood, policy development directed at the sustainable food system could, in the long run, improve the sustainability of marine resources in China as well as in the world.
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