Consumer Demand for Sustainable American Shrimp

Abstract

Increasing competition from foreign imports and rising fuel prices have seriously threatened the Gulf of Mexico shrimp fishery. If the industry is to survive, fishermen must receive more money for their shrimp. This crisis presents an opportunity to address the environmental degradation caused by shrimp trawling, while at the same time providing economic stability for fishermen. By marketing their shrimp as both American and environmentally friendly, fishermen may be able to increase the price of their shrimp. This study investigates consumer willingness to pay for American and environmentally labeled shrimp using survey methodology., Evidence of increased willingness to pay on the part of consumers may provide the impetus necessary to convince fishermen to change their fishing strategies and earn an eco-friendly label.