Aquaculture Willingness To Pay Hawaii Survey 2010

A survey was conducted and implemented in Hawaii in 2010 to investigate consumer perceptions and preferences including consumer awareness concerning production methods (farm-raised vs. wild-caught), seafood labeling, and environmental issues. The survey also addresses food safety and nutrition, cultural traditions, consumption patterns, and taste and product form preferences. The data was collected through surveys online, at Times Supermarket locations and farmers' markets. 523 responses were collected: 183 online and 340 in-person. A conjoint analysis estimated willingness to pay across four different fish species, tuna, salmon, tilapia and moi (Pacific threadfin). This data can be used to determine species-specific attributes that affect consumers' willingness to pay and purchasing decisions.

With the NOAA Aquaculture Policy drafted in 2010 and implemented in 2011, seafood market research is important. The objective of this study is to examine consumer preferences for farm-raised vs. wild-caught fish as well as other fish product attributes. Stakeholders will be able to use the research results to better target appropriate markets and facilitate policy decisions aimed at promoting and developing the aquaculture and seafood industry. In addition, the data set allows for a comparison of survey results and demographic profiles derived from two survey approaches, since questionnaires were administered both in-person and online.

Division: Ecosystem Science Divsion

Program: Socioeconomics Program

Program Lead: Justin Hospital

Authorities: None

Ownership: PIFSC

Study Area: State of Hawaii

Spatial Resolution: Island

Frequency of Collection: one time

Type of Data Collected: consumer perception and awareness data, willingness to pay, demographics

Collection Method: In-person and online

Recording Media: Paper

Documentation on Collection/Creation Standards: Available

Validation and QC procedures: Available

Documentation on Quality Control: Available

Storage Location: NOAA Inouye Regional Center

Storage Media: External hard drive, network drive

Storage Format: MS Excel

Backups: Available

Documentation on Storage and Security: Available

Distribution Method: Encrypted Zip file

The dataset contains an Excel file: CleanHIAll.xls, which contains the results of the Seafood Market Study survey.

Hard copy interview forms are locked in a secured area. The electronic data are stored on government computers with all the proper Government security measures in place, including firewalls, individual username login, and password protection.

PIFSC Data Access, Sharing and Dissemination Guidelines

Email Minling Pan (minling.pan@noaa.gov) or call 808-725-5349

Non-confidential summaries for public access/display

A. The user is responsible for the results of any application of this data for other than its intended purpose. B. The developers of this data are concerned with assuring its proper use. Before the data are used to draw specific scientific conclusions, potential users are requested to contact the Data Steward for background on the data. Acknowledgement of products derived from this data set should be cited. While efforts have been made to ensure that these data are accurate and reliable, PIFSC cannot assume liability for any damages or misrepresentation caused by any inaccuracies in the data or as a result of changes to the data caused by system transfers.

None

None

MS Excel

Sample was considered representative and non-biased with sample size=523. Measurement error was minimal.

Data was completed with no omissions and selection criteria. Sample was random sample.

The quality of the data was controlled throughout the data life cycle including data collection, data entry, data cleaning, and data storage. Data were collected following rigid statistical method (e.g. interviewers were trained to get familiar with the questionnaire for in-person survey). Data entry file was developed to minimize data entry errors. Data were cleaned with logic checking, skipping patterns, and outliers. Data files were stored in PIFSC’s server with password protection.

No delay expected

These data are Legacy. Efforts to disseminate can be arranged upon request, but the data are currently out of scope for the Data directive.

Data is securely stored in PIFSC's server with password protection.

Only staff who work on the project can access to the data.

After the data were collected through in-person interview, data were entered into the data entry file. Then the entered data were cleaned with logic checking, skipping patterns, and outliers.