In general, consumers have very little knowledge about production methods employed in the fish sector, and this lack of information contributes to skepticism and confusion when they choose and purchase fish. In our study, we tested the effect of beliefs and objective and subjective knowledge on...

The article develops a conceptual model of the consumer value of complementarity and illustrates its usefulness in an application to fisheries. Complementarity arises when some goods have a positive effect on the marginal value of other goods. We propose a measurement of the value of...