Abstract

Widespread media attention has recently been directed toward the mislabeling of grouper. This form of economic fraud involves a seafood business erroneously labeling a finfish item as grouper, while substituting a cheaper species of fish. These negative reports are thought to have had an adverse impact on consumer perception of grouper products. In addition, patterns of purchasing and consumption of other types of seafood are thought to have been impacted. To assess these hypotheses, a telephone survey was conducted with 249 grouper consumers in Florida. The survey asked respond-ents about their grouper purchasing behavior, awareness of the reported fraud, the effect that their awareness has had on their grouper and general seafood consumption, and their willingness to pay to avoid mislabeled grouper through a labeling program that may enhance product integrity and, thus, consumer assurance. The survey found that most respondents were aware of the mislabeling issue, and that this awareness has negatively impacted grouper consumption at restaurants. The survey also revealed a willingness to pay for a labeling program, but willingness to pay was limited by cost and payment frequency. Probability-based models were estimated to identify consumer attributes and beliefs that explained willingness to pay for a labeling program. The findings from the model estimations could help in the development of a labeling program designed to address product integrity and enhance consumer assurance with regard to the identity and source of the grouper they purchase.

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