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Majority of Global Seafood Consumers Putting Sustainability Concerns Over Price, Brand

July 13, 2016

Majority of Global Seafood Consumers Putting Sustainability Concerns Over Price, Brand

by Sustainable Brands
July 13, 2016

The largest-ever global analysis of attitudes toward seafood consumption, released today, has found that sustainability is a key driver for seafood purchases: Across 21 countries, sustainability is rated more highly than price and brand, with nearly three-quarters (72 percent) of seafood consumers agreeing that in order to save the oceans, shoppers should only consume seafood from sustainable sources. More than half (54 percent) said they are prepared to pay more for a certified sustainable seafood product.

This is in contrast to purchasing motivations among shoppers of other fast-moving consumer goods (FMCGs), where price and brand typically outrank sustainabilityin driving purchase decisions.

The consumer perceptions survey was carried by independent research and insights company GlobeScan, on behalf of the Marine Stewardship Council (MSC). Over 16,000 seafood consumers in Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Italy, Japan, Netherlands, Norway, Poland, Singapore, South Africa, Spain, Sweden, Switzerland, UK and USA (with at least 600 respondents from each country) took part in the research.

Read more at Sustainable Brands.

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