Aquaculture Willingness To Pay Hawaii Survey 2010

A survey was conducted and implemented in Hawaii in 2010 to investigate consumer perceptions and preferences including consumer awareness concerning production methods (farm-raised vs. wild-caught), seafood labeling, and environmental issues. The survey also addresses food safety and nutrition, cultural traditions, consumption patterns, and taste and product form preferences. The data was collected through surveys online, at Times Supermarket locations and farmers' markets. 523 responses were collected: 183 online and 340 in-person. A conjoint analysis estimated willingness to pay across four different fish species, tuna, salmon, tilapia and moi (Pacific threadfin). This data can be used to determine species-specific attributes that affect consumers' willingness to pay and purchasing decisions.