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UK Public Attitudes and Perceptions of Seafood Sustainability: A Case Study of the Marine Conservation Society’s Good Fish Guide

Author

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  • Bernadette M. Clarke

    (School of Earth and Environmental Sciences, Cardiff University, Cardiff CF10 3AT, UK)

  • Emma McKinley

    (School of Earth and Environmental Sciences, Cardiff University, Cardiff CF10 3AT, UK)

  • Rhoda C. Ballinger

    (School of Earth and Environmental Sciences, Cardiff University, Cardiff CF10 3AT, UK)

Abstract

Globally, the ocean faces growing pressures from various human activities, not just those related to overfishing and other fisheries related issues. In response to these pressures over the last few decades, seafood guides were developed to influence seafood purchasing behaviour and in turn increase the sustainability of the fisheries sector. However, to date there has been limited evaluation of the use and impact of these guides, and little assessment of public perceptions and attitudes to seafood sustainability. Using a public questionnaire ( n = 2409) and the Marine Conservation Society’s (MCS’s) Good Fish Guide (GFG) as a case study, this study explored UK public attitudes and perceptions toward seafood sustainability and examined the role of the GFG in encouraging sustainable seafood purchasing habits. Motivational drivers and barriers to using the MCS GFG were also investigated. A positive attitude towards the guide and knowledge, including understanding of the importance of sustainability, were found to be important motivators of use. The main barrier was found as lack of awareness of the guide for 69% of participants. This study also revealed that the perception of seafood as healthy, and a more environmentally friendly animal protein than land-based alternatives is an important driver for its consumption. MCS GFG users were found to purchase significantly more (60%) seafood compared to non-users with a slight majority (53%) reporting that guide use influences their purchasing behaviour. These findings have practical implications for using guides to increase seafood consumption in line with UK government dietary guidelines whilst simultaneously meeting global sustainability goals. The study makes a unique contribution to understanding how the use of seafood guides can influence public purchasing behaviour both in the UK and globally and thus their potential for impacting the sustainability of seafood supply chains more generally.

Suggested Citation

  • Bernadette M. Clarke & Emma McKinley & Rhoda C. Ballinger, 2025. "UK Public Attitudes and Perceptions of Seafood Sustainability: A Case Study of the Marine Conservation Society’s Good Fish Guide," Sustainability, MDPI, vol. 17(2), pages 1-32, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:2:p:587-:d:1566331
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    References listed on IDEAS

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