abstract:This study investigates the perception of Taiwanese consumers about seafood safety in the Hazard Analysis Critical Control Point (HACCP) system implemented in the seafood industry. An econometric Logit model is applied to estimate relationships between perceptions of seafood safety and seafood consumption in Taiwan. Empirical results show that there are significant differences in perceptions between gender, education, income, eating location and buying behavior. On average, consumers are willing to pay more for certified seafood due to safety concerns and to save time. However, some seafood producers are concerned about increasing costs needed for the recording and documentation required to implement the HACCP system. The study further suggests that the guidance and assistance to the industry and the consumers’ education provided by the government were important in the initial stage.