Results of the bidding experiment showed that consumers are willing to pay 416 Naira for 500g of uncertified live catfish. This increased marginally (≈3.4%) to 430 Naira for 500g of safety certified live catfish. Consumers’ WTP for 1000g of live catfish increased from 594 Naira for uncertified fish to 619 Naira for certified fish, corresponding to a 4.2% increase in WTP. For smoked fish, consumers were willing to pay 852 Naira for 250g of uncertified fish, 5.3% lower than the same amount paid for safety certified smoked fish. Consumers’ WTP was highest for 500g of certified smoked catfish: 1,505 Naira compared to 1,258 for uncertified fish, representing 19.6% increase in WTP. These results show consumers’ overall WTP for certified fish.
There also appears to be asymmetry in consumers’ valuation of fish safety. Consumers paid higher premiums for larger fish than smaller fish and for smoked than live fish. Figure 1 presents bid distributions for the eight fish products studied. The bid distribution for certified fish stochastically dominates that of uncertified fish across all sizes and forms of fish products.
Figure 1. Distribution of consumer bids for safety certified and uncertified fish products Notes: NLM=Uncertified, live, 500g catfish; NLL=Uncertified, live, 1kg catfish; NSM=Uncertified, smoked, 500g catfish; NSL=Uncertified, smoked, 1kg catfish; CLM=Certified, live, 500g catfish; CLL=Certified, live, 1kg catfish; CSM=Certified, smoked, 500g catfish; CSL=Certified, smoked, 1kg catfish.