Consumers Willing to Pay More for Ropeless-Harvested Lobster

A new study indicates that United States consumers are willing to pay more for lobster harvested with ropeless fishing technology. This technology aims to reduce the risk of entanglement for whales. Consumers would pay an average of $3.42 more for a lobster roll made with ropeless-harvested lobster.

The research was led by Qiujie "Angie" Zheng, an associate professor of business analytics at the University of Maine. The findings were published in the journal *Marine Resource Economics*. The study explored potential consumer responses if ropeless technology adoption becomes more widespread.

Maine's lobster industry has used whale protection measures for decades. These include weak links, sinking lines, and reduced vertical line requirements. These measures aim to lower entanglement risks for large whales. The North Atlantic right whale is an endangered species, with an estimated population of 356 whales.

Traditional lobster gear uses vertical lines that connect traps to surface buoys. Regulators and researchers have sought to modify this gear to reduce entanglement risks. The study found that messaging about whale welfare and entanglement impacts was most effective in increasing consumer support for ropeless technology.

Consumer willingness to pay more varied based on attitudes toward the environment and animal welfare. Prior knowledge of right whale entanglement and ropeless technology also played a role. The research provides insights into how consumers might respond to different marketing and sustainability messages.

This research offers a baseline for assessing the economic feasibility of ropeless technology. It contributes to understanding consumer preferences in the seafood sector. The study does not suggest that Maine's lobster industry should change its current practices.