| In recent years, U.S. consumers have increasingly sought information about the health implications of their food purchases, as well as the environmental and social impact of the food production process. While this growing consumer demand has helped facilitate the development of several seafood certification programs, no accessible public or private data shows that U.S. shoppers are willing to pay a premium for certified seafood. To estimate whether a price premium exists for current and forthcoming certifications for wild and farmed salmon producers, and to better understand U.S. consumers’ preferences for salmon, we surveyed a representative sample of 955 shoppers from the United States. We then conducted a conjoint analysis on their willingness to pay... |
