Study of consumer perceptions of sustainable fishery products

Abstract

Consumers' concern about the environmental impact has triggered the need for available information on aspects related to the sustainability of the food products. Companies show consumers their environmental commitment and sustainability through certifications and sustainability labels. The present study aims to: (i) evaluate the presence of sustainability labels on the aquaculture and wild-caught fish products commercialised in Spain; (ii) study consumers' knowledge of sustainability seals; (iii) analyse the main aspects that affect the purchase decisions of sustainable food products. The supply of fish and fishery products was determined by market research. A consumer opinion survey was performed to assess labelling relevance, knowledge about sustainability labels and purchasing preferences. In Spain, sustainability labels appear on more than one third of fish products, with large differences found between different retailers. More than half of the products sold in German discount stores featured some sustainability label, a figure three times higher than the rate of products found in the Spanish supermarkets. The consumer survey showed that most Spanish consumers do not regularly check labelling information related to the environment and animal welfare, and they are largely unaware of the meaning of sustainability labels. Nonetheless, the conjoint analysis showed that the presence of sustainability seals enhances fish product purchases, especially for aquaculture products. These results demonstrate that marine sustainability seals and certifications can be used by the fish industry to increase purchase intention and to revalorise their products. However, informing consumers about the meaning and importance of these certifications is still necessary.