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Consumers’ Response to Sustainability Labeling in Wild Caught Fish

Author

Listed:
  • Katrin Zander

    (Thuenen Institute of Market Analysis, Bundesallee 50, D-38116 Braunschweig)

  • Doreen Bürgelt

    (Thuenen Institute of Market Analysis, Bundesallee 50, D-38116 Braunschweig)

  • Inken Christoph-Schulz

    (Thuenen Institute of Market Analysis, Bundesallee 50, D-38116 Braunschweig)

  • Petra Salamon

    (Thuenen Institute of Market Analysis, Bundesallee 50, D-38116 Braunschweig)

  • Daniela Weible

    (Thuenen Institute of Market Analysis, Bundesallee 50, D-38116 Braunschweig)

Abstract
Increasing shares of fish products are sold as sustainably caught. This contribution tackles consumers’ specific knowledge on, interest in and expectations about sustainable fisheries and its products, their awareness of existing sustainability labels on fish as well as the purchase relevance of these labels in Germany. We conducted in total 12 focus groups with fish consumers in different German cities. The results show that consumers expect sustainable fisheries to avoid by-catches, overfishing and not to use dynamite. Knowledge about fisheries was mostly low and for many of the discussants this topic was new. When asked in an unprompted manner for their awareness of different labels of sustainably caught wild fish, the label of the Marine Stewardship Council was the only one known by some of the participants. It turned out that participants were skeptical about food labeling and standard setting in general. Accordingly, many participants stated not to look for sustainability labels when purchasing fish products. In order to tackle with consumers’ limited knowledge of fish and low interest in additional information, communication of sustainability in fisheries should be short, simple and reliable. Sustainability standards which clearly differentiate from noncertified fisheries are required.

Suggested Citation

  • Katrin Zander & Doreen Bürgelt & Inken Christoph-Schulz & Petra Salamon & Daniela Weible, 2015. "Consumers’ Response to Sustainability Labeling in Wild Caught Fish," 2015 EAFE (European Association of Fisheries Economists) Conference Papers 004, Nisea.
    • Handle: RePEc:irf:wpaper:004
    as

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    File URL: http://www.nisea.eu/EAFE2015/irf/wpaper/04_katrin_zander.pdf
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    References listed on IDEAS

    as
    1. Cathy A. Roheim & Frank Asche & Julie Insignares Santos, 2011. "The Elusive Price Premium for Ecolabelled Products: Evidence from Seafood in the UK Market," Journal of Agricultural Economics, Wiley Blackwell, vol. 62(3), pages 655-668, September.
    2. Gabriele Jahn & Matthias Schramm & Achim Spiller, 2005. "The Reliability of Certification: Quality Labels as a Consumer Policy Tool," Journal of Consumer Policy, Springer, vol. 28(1), pages 53-73, December.
    3. Jaffry, Shabbar & Pickering, Helen & Ghulam, Yaseen & Whitmarsh, David & Wattage, Prem, 2004. "Consumer choices for quality and sustainability labelled seafood products in the UK," Food Policy, Elsevier, vol. 29(3), pages 215-228, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer behaviour; consumer attitudes; sustainable fisheries;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q22 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Fishery

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