Consumers’ Perception and Willingness to Pay for Eco-Labeled Seafood in Italian Hypermarkets

The aim of this paper is to discuss eco-labels for fish products, which are a useful tool to improve both seafood markets and strategies for sustainability management. In this study, 560 consumer-surveys were conducted in selected towns in northern and southern Italy. Both probit and linear regression modeling were used to measure consumers’ perception and willingness to pay for anchovy eco-labels. Italian hypermarket consumers demonstrated attention to environmental features as well as to eco-products, at times, independent of income. The results of this study show that willingness to pay relates to gender, family situation, mass communication, environmental features, angler community, and store, along with information from eco-labels. Specifically, females appeared highly responsive to seafood eco-labels, and their preferences were informed by environmental aspects along with a strong intrinsic motivation to protect marine habitats. According to our analysis, seafood eco-labels could increase the consumers’ willingness to pay between 16%–24% more for the product. Given that consumers' willingness to pay can reveal a new form of an “ecosystem approach to fishery management”, there is a high chance that premium prices could become a tool for sustainable resource management.