This study uses a random parameters logit (RPL) model to estimate the Taiwanese preference for northern shrimp (NS) products (NSP) with Marine Stewardship Council (MSC) label. The estimated results show that, ceteris paribus, marginal willingness pay (MWTP) of consumers NSP MSC label is up New Taiwan dollar (NTD) 84.86 in comparison without Moreover, price MSC-labeled has positive effect on qua...