Green consumption and peer effects: Does it work for seafood products?

- We study the impact of peer effect on the WTP more for ecolabeled seafood products.
- We estimate the determinants of willingness to pay using a Probit model.
- The bid amount, the income and the peer effect positively impact willingness to pay.
- We highlight on peer effect using a propensity score matching estimation.
- Peer effect impacts the probability to have a positive WTP for ecolabeled products.