Microplastics in seafood: Consumer preferences and valuation for mitigation technologies

Area of Science:

• Environmental Science
• Consumer Behavior
• Food Safety

Background:

• Microplastics are an emerging pollutant with potential human health and environmental impacts.
• Seafood's role in food security makes microplastic contamination a growing concern.
• Understanding consumer perceptions is crucial for addressing microplastic pollution in food sources.

Purpose of the Study:

• To investigate Chilean consumers' preferences for technology mitigating microplastics in mussels.
• To assess the impact of health and environmental information on consumer valuation of mitigation technology.
• To quantify the effect of information on willingness to pay and risk perception.

Main Methods:

• A discrete choice experiment was employed with Chilean consumers.
• A between-subjects design with information treatments on microplastic effects was used.
• Willingness to pay, purchasing probability, and risk perception were measured.

Main Results:

• Consumers showed a willingness to pay a premium for mussels with depuration certification.
• Health impact information increased the price premium by 56%, environmental by 21%.
• Combined information increased non-purchasing probability and human health risk perception.

Conclusions:

• Information significantly shapes consumer preferences and willingness to pay for seafood.
• Investment in microplastic mitigation R&D is supported by consumer valuation.
• Addressing consumer concerns is vital for food security in the context of microplastic pollution.