Conjoint analysis of consumer preference for bluefin tuna

Abstract

Tuna is one of the most important marine products in Japan, but fishery productivity is decreasing, especially for bluefin tuna (Thunnus orientalis, Thunnus thynnus) because of strict capture limits implemented by regional fisheries management organizations (RFMOs). Such capture limitations are necessitated by a shortage of resources. At the same time, full-cycle farming technology of Thunnus orientalis has recently been developed. This technology is set to achieve productivity levels at an industrial scale. In Japan, however, most consumers are believed to have a negative image of farmed products; therefore effective marketing is necessary. This study employs conjoint analysis via an internet questionnaire to clarify consumer preferences and the determine the possibility of marketing through provision of information to consumers regarding bluefin tuna and the environmental background of the problem. The results show that once consumers are provided with enough information about bluefin tuna, particularly in terms of the underlying resources problem, the willingness to pay (WTP) for fullcycle farmed fish is greater compared to conventionally farmed fish. Furthermore, if the product has an ''eco-label,'' the WTP increases drastically. Therefore, the informational process is important for marketing, and labeling can be an efficient marketing method.

Scaling of body‐shape quality in reared gilthead seabream Sparus aurata L. Consumer preference assessment, wild standard and variability in reared phenotype

“…To our knowledge, questionnaire surveys have been widely used to study the consumer preferences in respect to various quality attributes of finfish (Alasalvar, Taylor, Öksüz, Garthwaite, Alexis & Grigorakis ; Sone & Nortvedt ; Ueda, Okamoto, Araki, Shibata, Sagara, Sugiyama & Chiba ; Ariji ), but not in respect to their body shape. In this study, we examined the preferences of consumers for the body shape, a significant component of external morphology, of reared gilthead seabream.…”

Interaction of Fisheries and Aquaculture in the Production of Marine Resources: Advances and Perspectives in Mexico

“…Global demand for tuna has increased at a rapid rate, resulting in a downward trend in supplies of tuna, which in turn has resulted in increased catch restrictions by the Tuna Regional Fisheries Management Organization (RFMO); at the same time there has been an increase in tuna stock originating from farms (Ariji 2010 ).…”

“…Japan continues to be the most important market for tuna products, however the fi shery productivity has decreased, especially for bluefi n tuna ( T. orientalis , T. thynnus ), because of the strict capture limits implemented, which are needed to conserve the resources (Ariji 2010 ). Tuna production from farms or ranches has become increasingly signifi cant, but, since these farms rely on natural young tuna as a raw material, they are also affected by the resource management efforts (Ariji 2010 ).…”

“…Complete tuna domestication may be a solution to stop the tuna population decline due to overexploitation, fortunately, a full-cycle farming technology for T. orientalis has recently been developed in Japan (Sawada et al 2005 ;Ariji 2010 ); however, in Japan, there is a negative image of farmed products; therefore it is necessary to change the consumer perception.…”

Do Japanese consumers care about sustainable fisheries? Evidence from an auction of ecolabelled seafood

“…), Japanese consumer preferences for seafood certified as coming from sustainable sources are not well understood. Ariji () evaluates consumers' preferences for farmed versus wild bluefin tuna and found that Japanese consumers state a preference for some type of certification for sustainability associated with bluefin tuna. However, this does not satisfactorily explain whether the paucity of MSC‐labelled products in the Japanese market reflects that the Japanese public is unaware of the environmental issues generating the need for the ecolabel and the role of the MSC in that process or is knowledgeable about the seafood certification and simply does not value its function in the marketplace.…”