In the first-ever poll of European consumers, supermarkets, chefs and restaurateurs on attitudes toward seafood and the ocean, 79% said that the environmental impact of seafood is an important factor in their purchasing decisions.
The new study, commissioned by the Seafood Choices Alliance in partnership with Greenpeace, the Marine Conservation Society, WWF and the North Sea Foundation, reveals that 86% of consumers would prefer to buy seafood that is labelled as environmentally responsible. Consumers say that reassurance is more important than price, and 40% are willing to pay 5-10% more for seafood identified as eco-friendly, the study from the nonprofit trade association shows.
Conducted in the UK, Germany and Spain, the study also found an emerging activism for protecting the ocean through the choices that seafood buyers make: 95% of consumers and 85% of seafood professionals say they want more information about how to buy sustainable seafood.
Julia Roberson | alfa
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