Aquaculture International

, Volume 27, Issue 6, pp 1709–1723 | Cite as

Do concerns for the environmental credentials of salmon aquaculture translate into WTP a price premium for sustainably farmed fish? A contingent valuation study in Ireland and Norway

  • Stephen HynesEmail author
  • Elisa Ravagnan
  • Brita Gjerstad


In this paper, Norwegian and Irish consumers’ willingness-to-pay for salmon that is produced under more sustainable aquaculture practices is examined using the contingent valuation method. A bivariate probit model is estimated where the consideration of environmentally friendly fish farming at time of purchase is jointly estimated with willingness-to-pay. The predicted joint probabilities of the bivariate probit model are calculated in order to examine if concerns for the environmental credentials of salmon aquaculture translate into willingness-to-pay a price premium for sustainably farmed fish. The results suggest that environmental concerns and attitudes are not the sole motivating factors influencing consumption behaviours.


Salmon farming Aquaculture Contingent valuation method Bivariate probit WTP 


Funding information

This research was carried out as part of the AquaAccept project that was funded by the Norwegian Research Council, Research Program HAVBRUK2 (grant no. 244269E40).

Compliance with ethical standards

Conflict of interest

The authors declare that they have no conflict of interest.

Ethical approval

This article does not contain any studies with animals performed by any of the authors.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Socio Economic Marine Research Unit, Whitaker InstituteNational University of Ireland GalwayGalwayIreland
  2. 2.NORCE EnvironmentStavangerNorway

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