Experimental and survey-based data on willingness to pay for seafood safety and environmental sustainability certification in Nigeria

Aquatic foods, including fish, are a substantial component of animal source foods globally, and make a critical nutritional contribution to diets in many contexts. In the global North, concern among consumers and regulators over the safety and environmental sustainability of seafood, particularly in developed nations, has led to the development of increasingly stringent seafood safety standards. While such standards may constitute regularity, logistical, and economic barriers to participation in export markets by small-scale producers, they have in other contexts catalysed upgrades to production and post-harvest handling practices within value chains associated with both capture fisheries and aquaculture. The health burden of foodborne illnesses is a major concern in developing countries. As incomes rise, consumers in developing countries are increasingly willing to pay a premium for safer and environmentally sustainable foods. However, there is little empirical evidence on consumers’ willingness to pay for seafood safety in developing countries, particularly in sub-Saharan Africa. Data on demand for seafood safety and environmental sustainability certification in African countries are largely unavailable in the public domain. In this paper, we describe data collected in Lagos State, Nigeria in October and November 2019. Experiments in the form of Becker-DeGroote-Marschak (BDM) auction mechanism, and post experiment surveys were conducted with 200 fish consumers in fish markets. These data can be used to assess whether consumers’ demand for safe and healthy seafood from local markets can be harnessed to generate positive economic returns to producers.