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.
journal_name
Appetitejournal_title
Appetiteauthors
Mauracher C,Tempesta T,Vecchiato Ddoi
10.1016/j.appet.2012.12.009subject
Has Abstractpub_date
2013-04-01 00:00:00pages
84-91eissn
0195-6663issn
1095-8304pii
S0195-6663(12)00500-4journal_volume
63pub_type
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