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Consistent with preferences for other food products, consumers increasingly care about a range of search and credence seafood characteristics such as: environmental effects and product form. This study utilized a dataset obtained from an online survey, and a Multivariate Ordered Probit formulation to examine the impact of: demographic characteristics, lifestyle preferences, and seafood consumption frequency on preferences for selected seafood attributes. The findings indicate that the factors influencing consumer preferences differ across the attributes examined. Although some demographic variables have a statistically significant effect on consumers’ preferences for seafood attributes other than price, their predictive power was limited regarding preferences for wild-caught, fresh seafood and the impact of sustainability on purchasing decisions. Furthermore, consumers who utilize direct marketing outlets have stronger preferences towards fresh and wild-caught seafood products.

What Factors Influence Consumer Preferences for Search and Credence Seafood Characteristics? an Empirical Analysis in Kentucky and South Carolina