Impacts of sustainability labels on consumersâ purchasing decisions for fish

D. Buergelt; I.B. Christoph-Schulz; P. Salamon; D. Weible

Impacts of sustainability labels on consumersâ purchasing decisions for fish

In: The ethics of consumption

Authors:

D. Buergelt

D. Buergelt ThÃ¼nen-Institute of Market Analysis, Bundesallee 50, 38116 Braunschweig, Germany; doreenbuergelt@ti.bund.de

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I.B. Christoph-Schulz

I.B. Christoph-Schulz ThÃ¼nen-Institute of Market Analysis, Bundesallee 50, 38116 Braunschweig, Germany; doreenbuergelt@ti.bund.de

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P. Salamon

P. Salamon ThÃ¼nen-Institute of Market Analysis, Bundesallee 50, 38116 Braunschweig, Germany; doreenbuergelt@ti.bund.de

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D. Weible

D. Weible ThÃ¼nen-Institute of Market Analysis, Bundesallee 50, 38116 Braunschweig, Germany; doreenbuergelt@ti.bund.de

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Type:: Chapter

Pages:: 37â45

DOI:: https://doi.org/10.3920/9789086867844_007

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In Germany, fish products rely on sustainable production and convey it by labels. Currently, fish products with and without sustainability labels can be found. The objective of the study was to elicit consumersâ opinions on sustainable fishery in focus groups. Five sustainability labels on captured fish products were presented in focus groups to reveal consumersâ perception, labelsâ credibility and labelsâ relevance in purchase decisions. In total, 12 focus groups were carried out in four German cities between April and May 2012. Concerning their purchase criteria participants shopping fish products rarely stated sustainability or corresponding labels. In general, participantsâ answers indicate low familiarity with sustainable fishing. Participantsâ knowledge on sustainability labels was low. Participants assessed the credibility of the labels as low, were unsure about the meaning of the certification and argued about missing controls. The low perception of the labels and the importance of other issues like time constrain and taste result in a low relevance for consumerâs purchase decisions.

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The ethics of consumption

The citizen, the market, and the law

E-Book ISBN:: 9789086867844

Publisher:: Wageningen Academic

Print Publication Date:: 01 Nov 2013

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- Life Sciences

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Impacts of sustainability labels on consumersâ purchasing decisions for fish

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The ethics of consumption

The citizen, the market, and the law

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Impacts of sustainability labels on consumersâ purchasing decisions for fish