Iranian Consumers’ Willingness to Pay for Fresh Fish

This paper explores attitudes and willingness to pay (WTP) for Norwegian salmon, Iranian rainbow trout, and Iranian narrow-barred Spanish mackerel among Iranian consumers. An interval regression model found that consumption frequency and product attributes affected WTP. Salmon was ranked highest on taste, nutrition, and convenience but lowest on price. The average estimated WTP for salmon was US $14.82, which is higher than for the other species but below the market price. The main challenges for salmon exporters will be to reduce the current high price and to differentiate salmon further in the market

Food values, personality traits, and attitudes towards genetically modified food in Norway and the United States

We explored the effects of personality traits and subjective beliefs on willingness to pay (WTP) to avoid genetically modified (GM) foods using a random effects interval regression model. The personality traits were measured by the Big Five model, and the subjective beliefs were measured by a set of food values. We used data from an online survey conducted in Norway and the US. The effects of sociodemographic factors and personality traits are country specific. Most of the food values are significant in both countries. GM aversion is associated with believing that GM products are unnatural with possible negative impacts on the environment and animal welfare and unfair to farmers, processors, and retailers. Public information could focus on the potential benefits of adopting this technology for reduced pesticide use in agriculture. Adopting more liberal policies towards GM foods might also reduce the safety concerns among European consumers.Aida T. Ardebili (Associate Professor, Norwegian University of Life Sciences, School of Economics and Business), Kyrre Rickertsen (Professor, Norwegian University of Life Sciences, School of Economics and Business)Includes bibliographical reference