Consumer preferences regarding the introduction of new organic products. The case of the Mediterranean sea bass (Dicentrarchus labrax) in Italy

The introduction of new products on the market poses several challenges; in particular, whether the characteristics of the proposed product will be judged positively by potential consumers. This paper analyses the preferences of consumers regarding the introduction on the Italian market of a new product: organic Mediterranean sea bass. The aim of this study is to assess the importance given by consumers to four main characteristics of sea bass (country of origin, size, production method – organic or conventional – and price) so as to be able to formulate marketing strategies. We applied a choice experiment (CE) in order to define not only the ordinal ranking of preferences but also the willingness to pay (WTP) for the key characteristics of the newly-introduced product. We found that consumers show a higher WTP for the sea bass country of origin than for the breeding method used. Our results suggest that while organic aquaculture might be a new and important strategy for diversification, if suitable communication, either from a public policy or commercial perspective, and labelling/certification are not taken into consideration, the added value of the production method might not be perceived by the final consumers.