Conjoint analysis of consumer preference for bluefin tuna

Tuna is one of the most important marine products in Japan, but fishery productivity is decreasing, especially for bluefin tuna ( Thunnus orientalis, Thunnus thynnus ) because of strict capture limits implemented by regional fisheries management organizations (RFMOs). Such capture limitations are necessitated by a shortage of resources. At the same time, full-cycle farming technology of Thunnus orientalis has recently been developed. This technology is set to achieve productivity levels at an industrial scale. In Japan, however, most consumers are believed to have a negative image of farmed products; therefore effective marketing is necessary. This study employs conjoint analysis via an internet questionnaire to clarify consumer preferences and the determine the possibility of marketing through provision of information to consumers regarding bluefin tuna and the environmental background of the problem. The results show that once consumers are provided with enough information about bluefin tuna, particularly in terms of the underlying resources problem, the willingness to pay (WTP) for full-cycle farmed fish is greater compared to conventionally farmed fish. Furthermore, if the product has an “eco-label,” the WTP increases drastically. Therefore, the informational process is important for marketing, and labeling can be an efficient marketing method.