Pricing Ecolabeled Seafood Products with Heterogeneous Preferences: An Auction Experiment in Japan

@article{Wakamatsu2017PricingES,
  title={Pricing Ecolabeled Seafood Products with Heterogeneous Preferences: An Auction Experiment in Japan},
  author={Hiroki Wakamatsu and Christopher M. Anderson and Hirotsugu Uchida and Cathy A. Roheim},
  journal={Marine Resource Economics},
  year={2017},
  volume={32},
  pages={277 - 294}
}
In an already large, complex Japanese seafood market, demand for ecolabeled seafood can vary across consumer segments in a way that may have important implications for marketing strategies for sustainable seafood. In contrast to previous studies of consumers' willingness to pay for ecolabeled seafood, this article analyzes retailers' best pricing strategy when consumer preferences for ecolabeled seafood are heterogeneous. An auction experiment involving consumers in Tokyo is analyzed with a… CONTINUE READING
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