Consumers’ Value Perceptions of Seafood

Abstract

Consumers’ perception of seafood products plays a critical role in determining their consumption behaviour. As a great quantity of seafood is produced by aquaculture, specifically farmed fish, consumers’ perception of farmed fish is crucial. In recent years, consumers in developing and emerging countries have increased their concern about seafood safety. This thesis investigates consumers’ perception of seafood in an emerging market such as Bangladesh and their willingness to pay (WTP) for fish attributes such as safety and green labels. The thesis contributes to the literature by adding value to the empirical knowledge of consumers’ perceptions and attitudes and the discrepancy of knowledge in emerging markets, especially about sustainable and organic farmed fish. The thesis comprises an independent introductory section and four individual papers.