Japanese Consumer Preference for Raw Fish: Best-Worst Scaling Method

Given the declining consumption of fish and shellfish in Japan, it is essential to better understand consumer needs to design policies that increase consumption. Therefore, we clarify the relative degree of importance Japanese consumers place on various attributes of raw fish during purchase based on a questionnaire survey employing best-worst scaling. We find that consumers prioritize freshness, price, taste, appearance, safety, seasonality, ease of cooking and eating, nutrition, origin, wild fish, and effect on natural environment and ecosystem, in that order. Wild fish has unexpectedly low importance, although Japanese consumers conventionally purchase captured fishery products rather than cultured ones. The effect on the natural environment and ecosystem is accorded the least importance; however, there is a growing trend of purchasing products with marine eco-label certification. To increase environmental sustainability while maximizing natural resource use, proactive actions are needed to change consumer attitudes. The results of a random parameter logit model reveal a comparatively higher preference heterogeneity for origin, ease of cooking and eating, and price. In other words, consumers concerned with origin and not concerned with ease of cooking and eating can be expected to purchase raw fish even at a higher price if the added value is appropriate.