The central objective of this project is to test and compare consumer responsiveness to "management regime" (sustainable/responsible fisheries management) and "quality" differentiated seafood products, to predict/simulate any derived short- and long-term changes in market demand, to assess the potential implications of a demand-positive response on fisheries management policy and to assess the applicability and validity of the methodologies utilised.
This central objective will be ascertained by:
1. To ascertain the revealed preference of consumers to 'environmental' or 'management regime' associated attributes of certain existing food products.
2. To ascertain the nature and extent of changes in the market place derived from the introduction of environmentally' or 'management regime' differentiated food products.
3. To ascertain, where data availability allows, the revealed preference of consumers to existing 'quality' or otherwise differentiated seafood products.
4. To ascertain how and to what extent these may be indicative of the extent of market based changes in consumer seafood choices with the introduction of 'management regime' differentiated seafood products.
5. To develop and apply appropriate survey methods and analytical techniques to ascertain the expressed preferences of consumers for 'management regime' differentiated seafood products, utilising contingent valuation (CVM) and conjoint analysis (CAM).
6. To compare the expressed preferences of consumers for 'management regime' differentiated seafood products with those similarly derived for 'quality' differentiated seafood products.
7. To test and evaluate the applicability (including, any biases) of contingent valuation (CVM) and Conjoint Analysis (CAM) in the context of eliciting consumer responsiveness to attribute differentiated seafood products.
(c) prediction/ simulation of the derived short and long-term market based changes in consumer seafood choices in respect of 'management regime' and 'quality' differentiated seafood products utilising the findings of the two methodological approaches adopted (revealed and expressed preference), making appropriate statistical comparisons;
(d) forecasting the potential implications of any demand positive response (or otherwise) identified on fisheries management policy.
The research will focus on the eliciting consumer responsiveness to 'management regime' differentiated seafood products by developing, applying and evaluating: (a) revealed preference approaches to ascertain consumer responsiveness to existing 'management regime' differentiated food products and to existing ,quality' or otherwise differentiated seafood products and (b) expressed preference methods (CVM and CA) to ascertain consumer responsiveness to the future introduction of 'management regime' differentiated seafood products, with comparison made to consumer responsiveness to 'quality' differentiated seafood products. The utilisation of the two approaches will facilitate validity testing of the results of the project and correspondingly qualify the applicability of one or both of the expressed preference methods in this context.
Funding SchemeCSC - Cost-sharing contracts