Quality signalling and assurance of fish products from a consumer point of view

Abstract

Labels correct information asymmetries and helps producers to differentiate products. However, labelling system alone cannot assure that the food is safe, of good quality and authentic. To address consumer demands for reliable and relevant information and guarantees, different traceability initiatives have emerged. Traceability increases production costs and prices may rise. Therefore, understanding consumers' perception and willingness to pay is critical to transmit information efficiently to consumers, ensure the viability of traceability and implement differentiation strategies. The aim of this thesis is to investigate the quality signalling and assurance of fish products from a consumer point of view. Results indicate that most consumers look and are willing to pay more for higher quality fish, particularly those differentiated by origin and species. Labels and their information are important for consumers as information sources but also to identify higher quality products. Consumers' knowledge on traceability is generally low, which may act as a barrier to its acceptance, and it is associated to safety and quality. Once informed, consumers consider the implementation of traceability systems is necessary. Nonetheless, most of them are not willing to pay more for it. The results of this thesis have a number of implications for authorities and producers.