Consumer Demand for Sustainably Produced Shrimp

ABSTRACT Global fish consumption has increased substantially over the past six decades, with aquaculture surpassing wild catches in 2022. This growth has raised concerns about environmental sustainability and food safety, prompting the use of eco‐labels to inform consumers about sustainable practices. This study employed a discrete‐continuous choice experiment method to investigate consumer demand for sustainably produced shrimp in Vietnam, focusing on the influence of eco‐labels on purchase decisions. The results indicate a positive demand for farmed shrimp, with a stronger preference for sustainably produced shrimp compared to conventionally produced shrimp. Among various certifications, shrimp labelled with the national certification logo (VietGAP) exhibited the highest consumer demand, likely due to greater familiarity. However, the study also reveals generally low consumer awareness and understanding of sustainability labels. Socio‐demographic factors significantly affect shrimp purchasing. Men purchase shrimp less frequently but in larger quantities, particularly unlabelled shrimp; university‐educated consumers are less likely to purchase farmed shrimp, except for the eco‐friendly Naturland‐labelled option; and higher income correlates with increasing shrimp consumption and lower price sensitivity. These findings suggest a viable market for sustainably produced shrimp in Vietnam, which could be further expanded by enhancing consumer education about sustainability logos. Consequently, consumer education and information campaigns about sustainability labels could play a crucial role in promoting sustainable aquaculture practices and increasing demand for eco‐labelled products, thereby facilitating the transition to sustainable aquaculture production in Vietnam.