They are most likely to reject frozen fish and be willing to pay less for it. The individual parameter estimates show that consumers' preferences for both wild and farmed fish are significantly positive. They value fish safety inspection highly in their affective reaction, whereas this value is lacking in their cognitive response. We find that consumers expect safety control information at a low mental cost or effort. The data were analysed using conditional and generic multinomial logit models to identify different utility ratios. We collected primary data from two major cities in Bangladesh, Dhaka and Chittagong. The regulations consist of national and local authority enforcement and subsequent follow up activities to ensure that all wild and farmed fish in all product formats are safe. Therefore, this paper presents an analysis of consumer responses to a regulatory scheme for safe seafood. Safety inspection is key to the enforcement system. Consumers are entitled to eat safe food, so authorities should ensure that this right is preserved by enacting regulations and ensuring compliance through enforcement activities.
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