Consumers’ Acceptance and Willingness to Pay for Eco-labeled Seafood : A Case Study of Oyster Products

Abstract

The purpose of this study is to explore the reasons and management of derelict styrofoam buoys used in oyster farming in Taiwan and to understand the application of using seafood eco-label in the international and Taiwan This study also seek to search out the feasibility of the application of eco-labeled oyster products in Taiwan and the consumer acceptance and willingness to pay for and then suggest market-oriented management strategies This research carried out network questionnaire survey with consumer in Taiwan and collected 3 159 valid questionnaires Results show that Taiwanese consumers have high acceptance of eco-labeled oyster products and are willing to pay more for eco-labeled oyster products to protect the environment The price of willing to pay the most with a 10% price premium followed by 20% In addition the public's cognition of the environmental problems caused by oyster farming has affected the willingness to purchase and willingness to pay Potential purchase groups are consumers who are older have more personal income per month live in northern Taiwan have lower levels of education and higher education

Date of Award	2019
Original language	English
Supervisor	Chung-Ling Chen (Supervisor)