Sustainable Seafood Purchasing in Sweden - Unpacking Drivers and Barriers
(English)Manuscript (preprint) (Other academic)
Purpose - This study focuses on drivers and barriers for furthering consumer driven demand for eco-labeled seafood in Sweden. The purpose was to increase the understanding of two internal variables identified in earlier work as particularly important for pro-environmental seafood consumption: (1) concern for negative environmental impacts from seafood production and (2), recognition and understanding of seafood eco-labels.
Design/methodology/approach - Data was collected through semi-structured interviews with 15 seafood consumers in Stockholm, Sweden.
Findings - The majority expressed concern about how seafood is produced but few stated that they buy eco-labeled seafood. A number of potential barriers against increased consumer demand for eco-labeled seafood were delineated: (i) limited knowledge of how seafood is produced, (ii) lack of affective narratives stimulating concern, (iii) animal welfare is less of a concern for seafood in comparison to other animal sourced foods, (vi) lack of familiarity with seafood eco-labels, and (v) a mismatch between motives for eco-labeled food purchase and criteria for eco-labeled seafood.
Practical implications - The results suggest that consumer demand likely is a limited driver for a transformation towards seafood sustainability. The burden of responsibility for environmentally sound seafood production may therefore need to be shifted towards large market actors and governmental institutions.
Originality/value - To the authors’ knowledge, this study is the first to investigate internal drives and barriers for increased demand for eco-labeled seafood in Sweden. Moreover, qualitative studies on consumer perceptions of sustainable seafood have to date been rare.
eco-labeling, certification, seafood, pro-environmental behavior, Sweden
Research subject Marine Ecotoxicology
IdentifiersURN: urn:nbn:se:su:diva-132675OAI: oai:DiVA.org:su-132675DiVA: diva2:953726
FunderSida - Swedish International Development Cooperation Agency, SWE-2011-38