Sustainability issues matter more to seafood consumers around the globe than price or brand
According to a survey of consumers’ perceptions toward sustainability and seafood consumption, sustainability is considered, by seafood consumers, far more important than price or brand when making a purchase decision. The survey was conducted by the GlobeScan company on behalf of the Marine Stewardship Council (MSC), with more than 16,000 seafood consumers from 21 countries participating.
Key findings:
- 72% of respondents stated that in order to protect the oceans, consumers should purchase seafood coming from sustainable sources.
- 54% of those surveyed said they would pay more for certified sustainable seafood products.
- Older consumers seemed to care more about seafood sustainability, as 75 % of those aged 55 and over – compared to 67% of 18- to 34-year-olds – agreed that only seafood coming from sustainable sources should be consumed.
- 62% of respondents said that ecolabels on various seafood products increased their trust in the brand.
According to MSC CEO Rupert Howes, these findings “demonstrate that seafood consumers are attuned to the need for sustainability and that they are prepared to change shopping habits to protect the oceans”.
The survey’s conclusions confirm the 2015 Nielsen Global Corporate Sustainability Report’s findings, according to which in 2014 there was a more than 4% global increase in sales of consumer products from brands that showed a commitment to sustainability, compared to less than 1% for the rest.
References:
This article was compiled using the 2016 MSC consumer survey. For the sake of readability, we did not use brackets or ellipses but made sure that the extra or missing words did not change the report’s meaning. If you would like to quote these written sources from the original please revert to the links below:
https://www.msc.org/newsroom/news/seafood-consumers-put-sustainability-before-price-and-brand