Selling only sustainable seafood: Attitudes toward public regulation and retailer policies

- Sustainable seafood is used as part of corporate social responsibility.
- Consumer survey about sustainable seafood conducted in seven countries.
- There is support for public regulation of sustainable seafood in stores.
- Most will stay customers of stores selling only sustainable seafood.
- Higher acceptance for store policy than public regulations of sustainability.

This study investigates consumer attitudes toward stores selling only sustainable seafood in seven European countries. Using a split sample design, half of the respondents were asked if they would support new regulations requiring stores to sell only sustainable labeled seafood. The other half was asked if they would continue to buy their seafood at their preferred seafood store if the store implemented a new policy of selling only sustainable labeled seafood. Respondents were on average positive to new sustainability regulations that increased prices by less than 7%, and would on average not change store unless prices increased by more than 8%. Country differences are investigated and implications for private and public policies related to sustainability of seafood discussed.