Consumer awareness of marine debris issues and their willingness to pay for seafood from debris-free fishing grounds: A pathway for supporting marine debris recovery by fishers

• Japanese consumers’ knowledge and perception of marine debris surveyed. • Their willingness to pay for seafood from a debris free fishing ground estimated. • The willingness to pay exceeded initial predictions based on fishery experts’ views. Marine debris impacts marine ecosystems, food safety, and resource sustainability. Involving fishers is a practical solution for recovering marine debris. This study investigated Japanese consumer awareness of the issues surrounding marine debris and their willingness to pay for seafood from debris-free fishing grounds. The survey involved 1000 citizens from western prefectures in Japan near the Genkainada Sea area, where previous research reported a high density of marine debris. Results showed that 61 % of respondents preferred seafood from clean fishing grounds. A discrete choice experiment was conducted, and respondents were on average willing to pay at least 77 JPY more for an Aji (horse mackerel) menu if the seafood was from a debris-free fishing ground, equivalent to 4‒11 % of the typical prices of the menu. The demand for seafood from debris-free fishing grounds was much higher than the initial prediction based on interviews with fishery experts. Realization of this price premium would incentivize more fishers to recover marine debris. Currently, the Japanese retail market does not provide information on the status of marine debris in fishing grounds. If the traceability of the seafood supply chain can be improved, consumer purchasing behavior may change to support marine debris recovery efforts of fishers.