Willingness to pay for farmed salmon: Balancing sustainability and safety perceptions

Given pressure on wild fish stocks, aquaculture has worked to develop farmed seafood markets. While farmed seafood should be more sustainable, consumers may lack confidence in its sustainability and may have food safety concerns. Using a sample of 266 seafood consumers in the US state of Maine, the study examined preferences for wild-caught and farmed salmon based on safety perceptions of the latter. Most preferred wild-caught, but this declined with lower food safety concerns. Additionally, willingness to pay for certified sustainably farmed versus non-certified farmed salmon was compared, revealing higher premiums with greater confidence in food safety. The industry should improve food safety perceptions and promote its benefits as a sustainable seafood source. •Pressure on wild fish stocks is driving the growth of farmed seafood markets.•Consumers may be uncertain about the sustainability and safety of farmed seafood.•Preference for wild-caught seafood declines with growing confidence in farmed seafood safety.•Growing confidence in food safety drives higher price premiums for certified farmed seafood.