AI Insight
A study led by researchers at the University of Maine found that U.S. consumers are willing to pay an average of $3.42 more for a lobster roll made with lobster harvested using ropeless fishing technology. This willingness to pay increase was observed specifically when consumers were provided with information about animal welfare, particularly regarding the risk of whale entanglement in traditional fishing gear. The research was conducted by Qiujie Zheng, associate professor of business analytics at the Maine Business School.
Why it matters
These findings suggest that transparent communication about sustainable and wildlife-protective fishing practices could create economic incentives for the fishing industry to adopt ropeless technology more widely. This has potential implications for both the conservation of endangered whale species and the commercial viability of more environmentally responsible harvesting methods.
U.S. consumers are willing to pay more for lobster harvested using ropeless fishing technology designed to reduce whale entanglement risks, according to new University of Maine research. A study led by Qiujie “Angie” Zheng, associate professor of business analytics in the University of Maine’s Maine Business School, found that consumers are willing to pay an average of $3.42 more for a lobster roll made with lobster harvested using ropeless fishing technology when presented with information on animal welfare.
Source: Consumers willing to pay more for lobster harvested with ropeless technology, study finds