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Eco-Labeled Seafood: Determinants for (Blue) Green Consumption

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  • Malin Jonell

    (Department of Ecology, Environment and Plant Sciences, Stockholm University, SE-106 91 Stockholm, Sweden
    Department of Earth Sciences, Uppsala University, Villav. 2, SE-752 36 Uppsala, Sweden
    Norges Sjömatsråd, Stockholm, Sweden)

  • Beatrice Crona

    (Stockholm Resilience Centre, Stockholm University, SE-106 91 Stockholm, Sweden
    Royal Swedish Academy of Sciences, Box 50005, SE-104 05 Stockholm, Sweden)

  • Kelsey Brown

    (Department of Ecology, Environment and Plant Sciences, Stockholm University, SE-106 91 Stockholm, Sweden
    Norges Sjömatsråd, Stockholm, Sweden)

  • Patrik Rönnbäck

    (Department of Earth Sciences, Uppsala University, Villav. 2, SE-752 36 Uppsala, Sweden)

  • Max Troell

    (Stockholm Resilience Centre, Stockholm University, SE-106 91 Stockholm, Sweden
    Beijer Institute, Royal Swedish Academy of Sciences, Box 50005, SE-104 05 Stockholm, Sweden)

Abstract

Eco-certification has become an increasingly popular market-based tool in the endeavor to reduce negative environmental impacts from fisheries and aquaculture. In this study, we aimed at investigating which psychological consumer characteristics influence demand for eco-labeled seafood by correlating consumers’ stated purchasing of eco-labeled seafood to nine variables: environmental knowledge regarding seafood production, familiarity with eco-labels, subjective knowledge, pro-environmental self-identification, sense of personal responsibility, concern for negative environmental impacts from seafood production, perceived consumer effectiveness, gender and education. Questionnaires were distributed to consumers in Stockholm, Sweden, and the data were tested with multiple regression analysis using linear modeling and model averaging ( n = 371). Two variables were the best predictors of stated purchasing of eco-labeled seafood: (i) recognition and understanding of eco-labels for seafood (Marine Stewardship Council, Fish for Life, Aquaculture Stewardship Council and KRAV); and (ii) concern for negative environmental impacts associated with seafood production. Meanwhile, consumer environmental knowledge was a weaker predictor. Results from this study suggest that strengthening the emotional component of consumer decision-making and improving the level of consumer familiarity with seafood eco-labels could stimulate more pro-environmental seafood consumption.

Suggested Citation

  • Malin Jonell & Beatrice Crona & Kelsey Brown & Patrik Rönnbäck & Max Troell, 2016. "Eco-Labeled Seafood: Determinants for (Blue) Green Consumption," Sustainability, MDPI, vol. 8(9), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:8:y:2016:i:9:p:884-:d:77300
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    References listed on IDEAS

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    2. Lindahl, Therese & Linder, Noah, 2024. "What factors influence choosing fish over meat among grocery shoppers? Insights from an unsuccessful nudge intervention," Ecological Economics, Elsevier, vol. 224(C).
    3. Seppo Junnila & Juudit Ottelin & Laura Leinikka, 2018. "Influence of Reduced Ownership on the Environmental Benefits of the Circular Economy," Sustainability, MDPI, vol. 10(11), pages 1-13, November.
    4. Paula Ziyeh & Marco Cinelli, 2023. "A Framework to Navigate Eco-Labels in the Textile and Clothing Industry," Sustainability, MDPI, vol. 15(19), pages 1-29, September.
    5. Elfriede Penz & Eva Hofmann & Barbara Hartl, 2017. "Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services," Sustainability, MDPI, vol. 9(6), pages 1-17, June.
    6. Sergio Vitale & Federica Biondo & Cristina Giosuè & Gioacchino Bono & Charles Odilichukwu R. Okpala & Ignazio Piazza & Mario Sprovieri & Vito Pipitone, 2020. "Consumers’ Perception and Willingness to Pay for Eco-Labeled Seafood in Italian Hypermarkets," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    7. Rajumesh Sivarajah, 2024. "Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics," SN Business & Economics, Springer, vol. 4(12), pages 1-26, December.
    8. Kåre Skallerud & John Armbrecht & Ho Huy Tuu, 2021. "Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    9. Beibei Yue & Guanghua Sheng & Shengxiang She & Jiaqi Xu, 2020. "Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity," Sustainability, MDPI, vol. 12(5), pages 1-16, March.
    10. Bong-Tae Kim & Min-Kyu Lee, 2018. "Consumer Preference for Eco-Labeled Seafood in Korea," Sustainability, MDPI, vol. 10(9), pages 1-11, September.
    11. Brusselaers, Jan & Verbeke, Wim & Mettepenningen, Evy & Buysse, Jeroen, 2020. "Unravelling the true drivers for eco-certified wood consumption by introducing scarcity," Forest Policy and Economics, Elsevier, vol. 111(C).

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