Is there a demand for eco-labeled restaurants: Consumer preference and willingness to pay for eco-labeled seafood restaurants

With increasing concerns over the environmental impacts of the production process for seafood, many consumers are willing to pay premiums for eco-labeled seafood to support sustainable fisheries. Most studies of consumer preferences for ecolabels are conducted in the retail setting, focusing on food attributes. Limited attention is given to sustainable seafood consumption away from home and none about preferences for ecolabel certifications of restaurants. However, seafood consumption away from home at restaurants makes up a significant share of the total seafood consumption, and ecolabels are used only to a limited extent. Hence, consumer behavior at restaurants is important to the efficiency of ecolabels. Consumers' preferences for eco-labeled seafood restaurants may reinforce the impact of the ecolabels. Using a national online survey, this article investigates consumer preferences and willingness to pay (WTP) for eco-labeled seafood restaurants. The results show a positive WTP (26%) for eco-labeled seafood restaurants, but varying by consumer groups.