The effect of a producer’s photo on the value of MSC-certified seafood

Abstract The Marine Stewardship Council (MSC) certification has received significant recognition in several European countries, but its awareness remains limited in Japan, and there is little evidence that MSC-certified seafood commands a price premium in the Japanese market. This study investigates whether adding a photograph of a fisher practicing sustainable fishing can increase the perceived value of MSC-certified seafood. To test this, we conducted a tasting-based willingness-to-pay (WTP) experiment from 25 to 26 September 2023. Participants were randomly assigned to one of five groups with varying combinations of the MSC label and a fisher’s photograph, and then asked to taste medium-fatty and lean tuna sashimi. We then analyzed differences in their WTP and sensory evaluations. The results show that a fisher’s photograph had an independent positive effect on WTP among Japanese participants but did not generate any synergistic effect when combined with the MSC label. In addition, while the MSC label enhanced sensory evaluation scores, the photograph did not, indicating that its influence may be limited to perceived social or environmental value rather than taste. Given substantial heterogeneity in responses depending on product type and participants’ country of origin, further research with a larger and more diverse sample is necessary to draw generalizable conclusions.