Consumer Preference for Fisheries Improvement Project: Case of Bigeye Tuna in Japan

In recent years, demand for sustainable fisheries certification, also known as seafood ecolabeling, has grown worldwide, with retailers actively promoting ecolabeled seafood, mainly in Europe and the United States. However, the costs associated with assessment and maintenance are typically incurred before certification, and the potential benefits are uncertain, which deters many fisheries from entering the certification process. The Fishery Improvement Project (FIP) is a market-driven mechanism that allows a fishery to gain recognition for its sustainable management efforts aimed at achieving sustainable certification. Market differentiation of FIP-participating fisheries from conventional fisheries has the potential to generate additional benefits that may offset some of the certification costs. However, successful differentiation efforts require consumer awareness, willingness to pay a premium, and effective communication strategies. This study investigates consumer preferences for bigeye tuna sashimi in Japan using a discrete choice experiment to determine if Japanese consumers are willing to pay a price premium for FIP-participating fisheries. The analysis resulted in a significant price premium for FIP and domestic certification valued more than international brands. These findings suggest that FIP-participating fisheries have the potential for cost recovery, even during the certification process.