Chinese consumers' willingness to pay for green- and eco-labeled seafood

► We examine Chinese consumers' purchase of green-labeled and eco-labeled seafood. ► We examine factors affecting “heard about”, “purchase or not”, and “pay more or not” for the labeled seafood. ► Male and those who shop at food supermarkets (vs. morning markets) tend to have heard about the labeled seafood. ► Knowledge and seafood expenditure affect willingness to pay for the green-labeled seafood. ► Education and seafood expenditure affect willingness to pay for the eco-labeled seafood.