Enhancing Sustainable Consumption in China: A Seafood Example

In recent years, market surveys on sustainable seafood consumption have analysed Chinese people’s willingness to purchase ecolabelled seafood produced and imported into China. Endogenous and exogenous determinants are thereby unveiled to explore Chinese consumers’ sustainability consciousness, purchasing decisions, and the means of bridging the divide. This article builds upon and adds to these empirical findings with a market-based and information lens. It draws inspiration from analysing the growing interest of younger and middle-class consumers in acquiring seafood information; integrative sourcing and marketing strategies of intermediary businesses to deliver such information; and awakening of public regulators to the imperative of realizing the right to information of less-informed parties. Instead of segregating these stakeholders along a linear supply chain, the study emphasizes the deepening of a consumer-centric information network underpinned by supply chain transparency and traceability. It thus aims to inform a steady shift from a production-oriented to a consumer-oriented seafood management paradigm through systematic reforms of China’s consumer law. To encourage and empower sustainable consumption, the ‘consumer’ notion needs proper broadening and consumers’ right to know should be recognized as a judicial and self-contained legal entitlement with enforcement safeguards.