Consumers' preference and willingness-to-pay for GAqP-compliant farmed fish produce: Evidence from Malaysia

The practice of GAqP among Malaysian aquaculture farmers is not widespread because farmers believe that this scheme is too complex and expensive, has no obvious premium prices for GAqP-compliant products, and less profitable compared to non-GAqP producers. The study's objective is to assess consumers' preference for farmed fish and their willingness-to-pay (WTP) for GAqP-compliant produce toward the introduction of premium prices for such products. This study is based on a survey conducted using the Contingent Valuation Method (CVM). Descriptive analyses using frequency and cross-tabulations were used to describe consumers' preference toward farmed fish. Binary logistic regressions were used to estimate the influence of consumer characteristics, product characteristics, and market environment factors on consumers' WTP for GAqP-compliant produce. Results showed that seabass was the most preferred brackish water farmed fish, while African Catfish the most preferred freshwater farmed fish; the least preferred fish was silver catfish. The findings also revealed consumers' spending on farmed and captured fish to be comparable, with consumers allocating an average of RM130.45 and RM140.03 for captured and farmed fish, respectively. The average WTP calculated using CVM and open-ended model were approximately 114% and 43% higher than non-compliant GAqP produce, indicating a strong pref-erence for GAqP-compliant fish. The elderly, the educated, those with higher income, those with aquaculture knowledge, and those interested in sustainability issues were more likely to pay a premium price for GAqP-compliant product.

Automated summary

The practice of GAqP is not widespread among Malaysian aquaculture farmers due to perceived complexity, lack of premium prices, and lower profitability compared to non-GAqP producers. This study aimed to assess consumers' preference and willingness-to-pay for GAqP-compliant produce. Findings revealed strong preference for certain types of farmed fish and a willingness to pay a premium price for GAqP-compliant products, especially among the elderly, educated, higher income individuals, those with aquaculture knowledge, and sustainability-conscious consumers.