Health Information and the Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information
Stéphan Marette, Jutta Roosen, Sandrine Blanchemanche, Philippe Verger
June 2007 [06-WP 421]
(Revised)
Suggested citation:
Marette, S., J. Roosen, S. Blanchemanche, and P. Verger. 2007. "Health Information and the Choice of Fish Species: An Experiment Measuring the Impact of Risk and Benefit Information." Working paper 06-WP 421. Center for Agricultural and Rural Development, Iowa State University.
Abstract
An experiment was conducted in France to evaluate the impact of health information on consumers' choice between two different types of fish. Successive messages revealing risks (methylmercury) and benefits (omega-3s) of consuming the fish, along with consumption recommendations, were delivered. Results show a significant difference of reaction according to the order and type of information. The information about risks had a larger marginal impact on change in willingness to pay (WTP) than did the information about benefits. While the results show that detailed messages on risks/benefits, including recommendations for nutrition behavior, matter in the modification of WTP, 40% of respondents did not change their initial choices after the revelation of health information.
Keywords: experimental economics, fish consumption, health information, nutrition.
JEL classification: C9, D8, I1