Abstract:
Introduction: Consumer choice plays a significant role in determining the demand for fishery products and ultimately affects the sustainability of fisheries. This study investigates the potential impact of name bias in influencing consumer preferences towards cod and haddock, two species often used interchangeably in various markets.
Methods: Using survey data from consumer markets in North America and Europe, the study quantifies consumer preferences and willingness to pay for cod and haddock. Discrete choice experiments are employed to measure consumers' value for each species while varying attributes such as name, price, origin, and familiarity.
Results: Findings reveal a clear preference for the popular name "cod," as consumers exhibit significantly higher willingness to pay compared to "haddock," even when other attributes are held constant. This apparent name bias suggests that consumers perceive cod as more desirable or of higher quality.
Implications: The name bias towards cod has critical implications for fisheries sustainability. The increased demand for cod can result in excessive fishing pressure on its stocks, while haddock remains relatively underutilized. This imbalanced fishing behavior disrupts marine ecosystems and threatens the long-term viability of both fisheries.
Policy Recommendations: Based on these findings, policy recommendations are offered to mitigate the effects of name bias and promote sustainable fishing practices. They include increasing transparency through accurate labeling, educational campaigns to raise awareness about lesser-known species like haddock, and encouraging regulatory measures that consider broader ecosystem perspectives.
Conclusion: This study highlights the potential impacts of consumer name bias on fisheries sustainability and showcases the crucial role of consumer behavior in shaping the health of marine ecosystems. Addressing name bias can contribute to better-informed consumer choices, reduce fishing pressure on overexploited species, and enhance the sustainability of commercial fishing practices.
