title: Consumer preferences regarding the introduction of new organic products. The case of the Mediterranean sea bass (Dicentrarchus labrax) in Italy.
abstract: The introduction of new products on the market poses several challenges; in particular, whether the characteristics of the proposed product will be judged positively by potential consumers. This paper analyses the preferences of consumers regarding the introduction on the Italian market of a new product: organic Mediterranean sea bass. The aim of this study is to assess the importance given by consumers to four main characteristics of sea bass (country of origin, size, production method - organic or conventional - and price) so as to be able to formulate marketing strategies. We applied a choice experiment (CE) in order to define not only the ordinal ranking of preferences but also the willingness to pay (WTP) for the key characteristics of the newly-introduced product. We found that consumers show a higher WTP for the sea bass country of origin than for the breeding method used. Our results suggest that while organic aquaculture might be a new and important strategy for diversification, if suitable communication, either from a public policy or commercial perspective, and labelling/certification are not taken into consideration, the added value of the production method might not be perceived by the final consumers.
authors.affiliation: Department of Management, Università Ca'Foscari, Cannaregio 873, 30121 Venezia, Italy.
authors.forename: C
authors.initials: C
authors.lastname: Mauracher
authors.forename: T
authors.initials: T
authors.lastname: Tempesta
authors.forename: D
authors.initials: D
authors.lastname: Vecchiato
mesh_terms: D000328:Adult; D000368:Aged; D000818:Animals; D017756:Aquaculture; D001492:Bass; D002755:Choice Behavior; D003132:Commerce; D003258:Consumer Behavior; D005260:Female; D005515:Food Labeling; D005518:Food Preferences; D058870:Food, Organic; D006801:Humans; D007558:Italy; D008297:Male; D008522:Mediterranean Sea; D008875:Middle Aged; D017747:Seafood; D012959:Socioeconomic Factors; D011795:Surveys and Questionnaires