Consumer Preferences and Willingness to Pay for Certified Traditional Processed Fish Products in Cambodia

Abstract

Traditional fish products (TFPs) are a crucial component of the Cambodian diet, providing essential protein and dietary iron. This study investigated consumption preferences and willingness to pay (WTP) for certified TFPs among young urban consumers amid changing dietary habits. An online survey assessed demographics, consumption patterns, and purchase determinants among 478 university students from Phnom Penh, Battambang, and Siem Reap. Data were analyzed using descriptive statistics, cross-tabulation, and Chi-square tests. Findings indicate high baseline consumption, with 86.8 percent recently purchasing TFPs and 77 percent consuming them weekly; dried fish, fish sauce, and fermented fish (Prohok) were most popular. Price, convenience, and taste drive purchases, while health concerns are secondary despite awareness of food safety risks. Nearly 80 percent expressed a willingness to pay a premium for products certified to display the Cambodia Quality Seal (CQS). Chi-square tests revealed that age and household income were significantly associated with WTP (P < 0.05), and gender had a significant association with health concerns (P < 0.05), while demographics showed no statistically significant relationship with consumption frequency. Strategies should focus on improving accessibility, packaging, and targeted food safety campaigns highlighting CQS certification.