Consumers’ willingness to pay for information transparency at casual and fine dining restaurants

American consumer preference for restaurant food is shifting based on personal health, food quality, and environmental impact. However, data on information related to these preferences are limited. This research uses two national online surveys to examine American consumer preferences and values related to obtaining information about fish entrées served at casual (midscale) and fine dining (upscale) restaurants. Results show that consumer demand for information about fish served in restaurants varies by attribute; however, the price premium is similar for all attributes. The average price premium ranges from 12.2% to 13.4% of the given restaurant price per fish entrée. Participants willing to pay higher premiums for information transparency on seafood include those who are young, male, have more children, spend more on food away from home, and have experienced fish fraud. These results help restaurateurs, food suppliers, and policymakers to adjust their food marketing strategies to satisfy consumer preferences and respond to trends.