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This study explores the demand-side perspective on the factors influencing the willingness to pay (WTP) premium price for fish with a low allergenic potential (FWLAP). A survey to assess consumers’ behavior and preferences for fish products was implemented in a representative sample of the Portuguese general population ( n  = 640). The contingent valuation method was applied to elicit consumers’ WTP. Results indicated that only half of the consumers were willing to pay higher prices for FWLAP. Econometric results suggested that WTP for FWLAP is explained by the presence of fish-allergy pathologies in the household, and the fish unique characteristics and quality.

Consumers’ Willingness to Pay for Fish with a Low Allergenic Potential