Consumers’ Awareness, Perception and Willingness-to-Pay for MyGAP-Compliant Farmed Fish Produce: Evidence from Malaysia

Aquaculture is essential for the global fish supply, but sustainable practices in Malaysia face significant challenges. MyGAP certification promotes safety and sustainability; however, its adoption is hindered by high costs, technical barriers, and limited consumer awareness, which hampers efforts to advance sustainable aquaculture practices. The main objective of this paper is to investigate consumers’ awareness, perceptions, and willingness to pay (WTP) for MyGAP-compliant farmed fish in a Malaysian context. A contingent valuation approach was employed to assess consumers’ WTP, while a binomial logit model was used to determine factors influencing this willingness. Findings reveal that awareness variables, including aquaculture knowledge, green consumer behavior, and MyGAP awareness, significantly influence WTP for MyGAP-compliant farmed fish. Over 73% of consumers expressed a willingness to pay a premium, reflecting favorable perceptions of MyGAP-compliant fish and a growing preference for high-quality, safe, and sustainable food. A labeling system to distinguish MyGAP-compliant products is crucial for justifying price differences and covering producers’ additional costs, such as pond renovations and adherence to quality input standards outlined in MyGAP guidelines. Public education on sustainable aquaculture, coupled with fair pricing strategies, effective MyGAP enforcement, and increased consumer awareness, can further encourage sustainable practices.