Green consumption and peer effects: Does it work for seafood products?

International audience; A growing amount of literature shows that the willingness to pay (WTP) a premium for green products depends on the socio-economic characteristics and purchase criteria of consumers but also on the choices made by other consumers. This paper assesses the role of peer effects in the WTP for an eco-labeled fresh seafood product. Using a French survey, we estimated a Probit model to emphasize the determinants of the WTP a premium and a Propensity score-matching model which highlight peer effects more rigorously than a Probit model. Both models highlight the significant influence of the presumed behavior of the consumer’s peers towards eco-labeled seafood products.