Abstract: This paper explores the relationship between product quality evaluation scores for wild and cultured seabream. Data comes from a consumer survey representative of the Spanish fish and seafood market, from where seabream consumers who were able to distinguish wild from cultured were selected for specific questions. A behavioral structural equation model with factorial latent variables was formulated to test the interaction hypothesis. Results suggest that both wild and cultured seabream share a common image linked to the whole species, becoming complementary goods rather than substitutes.

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