Assessing Consumer Valuation of Sustainability Certification in Seafood Products: Insight from a Discrete Choice Experiment of Korean Blue Food Market

This study utilizes a discrete choice experiment (DCE) to estimate consumer valuation of sustainable aquaculture certification for Atlantic salmon (Salmo salar), one of the most im- portant imported seafood products in South Korea. This experiment investigates consumer preferences across five product attributes: country of origin, product type, preparation method, sustainability certification, and price. Data were collected through an online survey administered by a professional research firm...