| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 939662 | Appetite | 2013 | 8 Pages |
The introduction of new products on the market poses several challenges; in particular, whether the characteristics of the proposed product will be judged positively by potential consumers. This paper analyses the preferences of consumers regarding the introduction on the Italian market of a new product: organic Mediterranean sea bass. The aim of this study is to assess the importance given by consumers to four main characteristics of sea bass (country of origin, size, production method – organic or conventional – and price) so as to be able to formulate marketing strategies. We applied a choice experiment (CE) in order to define not only the ordinal ranking of preferences but also the willingness to pay (WTP) for the key characteristics of the newly-introduced product. We found that consumers show a higher WTP for the sea bass country of origin than for the breeding method used. Our results suggest that while organic aquaculture might be a new and important strategy for diversification, if suitable communication, either from a public policy or commercial perspective, and labelling/certification are not taken into consideration, the added value of the production method might not be perceived by the final consumers.
► We analyse the preferences of consumers toward organic Mediterranean sea bass. ► The analysis considered: country of origin, size, production method and price. ► Consumers show a higher WTP for the country of origin than for the breeding method. ► Organic aquaculture might be a new and important strategy for diversification. ► A labelling policy for traceability is very important in marketing promotion.
