Establishing Linkages Between Consumer Fish Knowledge and Demand for Fillet Attributes in Brazilian Supermarkets

Abstract Seafood supply chains, from farmers to supermarkets selling direct to consumers, must understand consumer demand for product attributes to ensure production and availability of desired products. Tilapia and tambaqui, the two most important farmed fish species in the Brazilian market, are studied to provide insight into consumer demand for fish fillet attributes. Consumers’ willingness to pay (WTP) was estimated while taking consumer demographics into account for each of the five Brazilian regions. A random parameters logit model was used to analyze data from discrete choice experiments conducted in-person at supermarket seafood counters. On average, Brazilian fish fillet consumers prefer tilapia to tambaqui, and fresh to frozen. Preferences for fillet attributes were found to be related to knowledge about fish. This study is the first known analysis of national seafood preferences considering factors such as product form, species, and familiarity with fish and fish products in multiple geographic regions of Brazil.