Morteza Haghiri,
Consumers’ Acceptability of Using Prominent New Technologies in Atlantic Salmon Farming
Journal of Food Nutrition and Metabolism
2019
2674-2411
http://dx.doi.org/10.31487/j.JFNM.2019.02.04
https://www.sciencerepository.org/consumers-acceptability-of-using-prominent-new-technologies-in-atlantic-salmon-farming_JFNM-2019-2-104 
Abstract: This study examines and compares consumers’ willingness-to-accept and willingness-to-pay a premium
price for purchasing certified farm-raised Atlantic salmon using a multinomial logit model. Consumers lost
their trust in the seafood industry after the food incidence of polychlorinated biphenyls in farmed Atlantic
salmon which caused a significant change in the demand for the product. The implementation of traceability
systems is recommended to provide food safety for consumers. The result showed gender, age, annual
household income, salmon type consumption, reading labels prior to purchase salmon, were commonly and
statistically significant for both target groups of respondents; however, respondents’ knowledge about the
adverse effects of polychlorinated biphenyls on human health status placed great values on their decisions
to purchase certified farm-raised Atlantic salmon by paying a 15 per cent premium price. Keywords: Traceability, atlantic farmed salmon, multinomial logit model, willingness-to-accept