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Sustainability 2016, 8(9), 884; doi:10.3390/su8090884

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

1
Department of Ecology, Environment and Plant Sciences, Stockholm University, SE-106 91 Stockholm, Sweden
2
Department of Earth Sciences, Uppsala University, Villav. 2, SE-752 36 Uppsala, Sweden
3
Stockholm Resilience Centre, Stockholm University, SE-106 91 Stockholm, Sweden
4
Royal Swedish Academy of Sciences, Box 50005, SE-104 05 Stockholm, Sweden
5
Beijer Institute, Royal Swedish Academy of Sciences, Box 50005, SE-104 05 Stockholm, Sweden
1
Norges Sjömatsråd, Stockholm, Sweden
*
Author to whom correspondence should be addressed.
Academic Editor: Marc A. Rosen
Received: 23 July 2016 / Revised: 25 August 2016 / Accepted: 30 August 2016 / Published: 2 September 2016
View Full-Text   |   Download PDF [804 KB, uploaded 2 September 2016]   |  

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. View Full-Text
Keywords: eco-labeling; certification; seafood; consumer behavior; Sweden eco-labeling; certification; seafood; consumer behavior; Sweden
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MDPI and ACS Style

Jonell, M.; Crona, B.; Brown, K.; Rönnbäck, P.; Troell, M. Eco-Labeled Seafood: Determinants for (Blue) Green Consumption. Sustainability 2016, 8, 884.

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