Put sustainability above price, says public

NEW research has found that sustainability is a key driver for seafood purchases, it is claimed.
Across 21 countries overall, sustainability is rated more highly than price and brand, with nearly three-quarters  of seafood consumers agreeing that in order to save the oceans, shoppers should only consume seafood from sustainable sources.
This is in contrast to purchasing motivations among shoppers of other fast-moving consumer goods (FMCGs), where price and brand typically outrank sustainability in driving purchase decisions*.
The consumer perceptions survey is the largest ever global analysis of attitudes to seafood consumption and was carried by independent research and insights company GlobeScan, on behalf of the Marine Stewardship Council (MSC).
Some 16,000 seafood consumers in 21 countries took part in the research, which ensured a statistically representative sample in each country.
With over four in five (85%) households purchasing seafood regularly, concern about ocean sustainability is influencing shoppers’ actions. 68% said people should be prepared to switch to more sustainable seafood.
Older consumers demonstrated a greater concern for sustainability with around 75 per cent aged 55 and over agreeing  with the need to eat seafood only from sustainable sources, compared with 67 per cent  of 18 to 34 year olds.
Rupert Howes, chief executive of the MSC said: “These insights demonstrate that seafood consumers are attuned to the need for sustainability and that they are prepared to change shopping habits to protect the oceans. Citizens feel empowered to vote for sustainability with their wallets.”
Meanwhile, more than two-thirds  of those surveyed said there is a need for brands and supermarkets to independently verify their claims about sustainability, with 62 per cent  agreeing that by buying ecolabelled seafood they are helping to ensure plenty more fish for future generations.