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Blue-Green Consumption: Determinants for Eco-Labelled Seafood Purchasing in Sweden

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Abstract
  • Eco-certification of seafood has been suggested to be a key market based mechanism for reducing the pressure on the world’s aquatic ecosystems. In the study presented here we investigate to what extent consumers’ stated purchasing of eco-labelled seafood was correlated with seven internal variables: environmental knowledge, familiarity with eco-labels, subjective knowledge, pro-environmental self-identification, sense of personal responsibility, concern for negative environmental impacts and perceived consumer effectiveness. Sweden offers a unique arena for investigating highly environmentally conscious consumers’ perceptions of eco-labelled seafood due to a relatively mature market for eco-labelled food. Drawing on data from a quantitative survey (n=397) conducted in Stockholm, Sweden and semi-structured interviews, we found that two variables appeared comparatively good in predicting stated purchasing of eco-labelled seafood: (i) recognition and stated 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. Results from qualitative follow up interviews enabled us to unpack the variables and identify key internal barriers to increased demand for eco-labelled seafood in Sweden. The results point towards the importance of strengthening the emotional component of consumer decision making and improving the level of consumer familiarity with seafood eco-labels. It is moreover suggested that consumer demand likely is a limited driver for a transformation towards seafood sustainability. The burden of responsibility for environmentally sound aquaculture and capture fisheries operations therefore may need to be shifted away from individual consumers to large market actors as well as governmental institutions.
  • Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, held July 11-15, 2016 at Aberdeen Exhibition and Conference Center (AECC), Aberdeen, Scotland, UK.
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  • Challenging New Frontiers in the Global Seafood Sector: Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 11-15, 2016. Compiled by Stefani J. Evers and Ann L. Shriver. International Institute of Fisheries Economics and Trade (IIFET), Corvallis, 2016.
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  • Aberdeen, Scotland, UK
Subject
Déclaration de droits
Peer Reviewed
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ISBN
  • 0976343290

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