Assessing the willingness to pay in the Pacific Northwest for salmon produced by Integrated Multi-Trophic Aquaculture

Integrated Mutli-Trophic Aquaculture (IMTA) combines the culturing of fish and extractive aquaculture species at one site to simulate a balanced natural system and reduce some environmental issues of monoculture systems. The study explores consumer preferences for IMTA and Closed Containment Aquaculture (CCA). Two questions are posed: (1) how do salmon consumers in the US Pacific Northwest perceive IMTA and its products compared to other salmon aquaculture methods and products; and, (2) what are salmon consumers in the US Pacific Northwest willing to pay for salmon produced by IMTA compared to its potential close substitutes? Results of a discrete choice experiment revealed a willingness to pay price premiums of 9.8% and 3.9% for IMTA and CCA, respectively, over conventionally produced Atlantic salmon. Results of the survey also revealed that 44.3% and 16.3% of the respondents preferred the adoption of IMTA and CCA to conventional salmon farming, respectively. Results using a decision support system further confirmed a stronger market for IMTA salmon than for CCA and conventionally produced salmon.