Abstract
As the world’s largest seafood consumer and exporter, China is challenged by frequent seafood contamination incidents. To restore consumer confidence in seafood safety, China’s Ministry of Agriculture (MOA) mandated a nation wide quality standard that awards a green label to qualified safer seafood. MOA is also planning for an environmental friendly label to address consumers’ concerns about wild sea species sustainability. This study developed a three-stage purchase framework model and applied a multivariate Probit regression to analyze questionnaire information collected from 14 supermarkets in Beijing, China. The results show that Chinese consumers consider the seafood label a more important information source than previous consumption experience. They are willing to pay more for green-labeled seafood for the protection of individual benefits. Moreover, consumers are willing to pay more for the eco-labeled seafood for the protection of societal benefits. Gender, shopping venues, education, seafood expenditure and knowledge of the labeled products affected purchase intention and willingness to pay. Price was not a statistically significant factor affecting purchase decisions.
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