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The purpose of this paper is threefold: first, to assess how concerned Norwegians are about fish welfare; second, to investigate Norwegians’ willingness to pay for salmon filet made from welfare-assured farmed fish with high levels of welfare; and third, to examine Norwegian opinions about the appropriate way to pay for better welfare standards in fish production.

On the basis of two focus group sessions, a survey questionnaire was developed and distributed to a representative sample of 2,147 Norwegian households via e-mail.

Results showed that the Norwegian public is concerned about fish welfare and is willing to pay a price premium for products made from welfare-assured fish. Norwegian consumers do not, however, want to be the only ones paying for fish welfare, as the main responsibility for fish welfare lies with producers and the Government.

In this study willingness to pay is measured using a hypothetical choice experiment. Values people express as citizens, however, may not accurately predict true consumer behaviour. This is generally referred to as “citizen-consumer duality” and may have affected the results.

The study shows that there is a national market for welfare-assured fish products, but education initiatives focusing on fish farming and fish welfare issues would further influence the attitudes and purchasing habits of Norwegian consumers.

Although concern about animal welfare is growing in the western world, very little attention has been given to the welfare of fish. This paper aims to make up for this by presenting a study of how Norwegians view the welfare of farmed salmon.

This study aims to explore the experiences of using competitive dialogue (CD) as a procurement procedure and the freedom it provides to the contracting parties in Norway.

This study opted for qualitative research design. Data were collected from four case projects through document reviews and in-depth interviews with procurement experts and key contract partners of the projects.

Results indicate that CD has some room for maneuver that is worth trying. Furthermore, the research identified several measures that can be implemented to use the procedure effectively. Contracting parties that have used the procedure have had various positive experiences.

The findings have implications in improving project outputs, building better trust and cooperation between the contracting parties and better use of public money on projects that have lasting outcomes for the society.

The authors studied four actual projects that used CD as a procurement procedure and aimed to provide first-hand information on the degree of freedom that it offered to the contracting parties.