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The rapid globalization of seafood trade over the past few decades has triggered heightened vulnerability for fraud within the seafood supply network. Consumer perceptions of these vulnerabilities are not limited to imported seafood products, as spillover effects are likely to influence purchasing behavior for domestically produced seafood as well. Using a between-sample survey experiment with 1,272 respondents in differing informational settings, we investigate whether consumer WTP for local seafood is impacted by information regarding seafood fraud. Consistent with previous studies, our results indicate that consumers broadly derive positive utility from consuming locally sourced relatively to imported seafood. Upon further disaggregation, however, we find that for one consumer segment, which we term the price-sensitive group, localness does not command a significant positive premium. Most importantly, we demonstrate that information regarding international seafood fraud largely did not alter local seafood demand. That said, we find some evidence of a negative spillover effect of the information treatment on US-labeled seafood in one of the consumer subgroups.

Fish demand in the U.S. Great Lakes region in the face of seafood mislabeling