Ecolabeled seafood and sustainable consumption in the Canadian context: issues and insights from a survey of seafood consumers.

The concept of sustainable consumption is a much debated practice that has been seen as an outcome of the emergence of ecological citizenship -a concept that brings together the citizen and the environment in a framework that is underlined by social justice considerations and incorporates a vision of citizenship that involves both the private sphere and the public sphere of human activity. This study examines Canadian consumer awareness and uptake of certified sustainable seafood. We introduce the concepts ecological citizenship and sustainable consumption as a way of framing our research. Seafood ecolabels may be a valuable tool in translating general environmental concern about the marine environment into more sustainable fisheries practices. We conducted an on-site consumer survey in the Greater Toronto Area and a nearby city. Our findings showed that in contrast to high levels of awareness of the importance of the marine environment and the sustainability of seafood, consumers had a limited understanding about the meaning of sustainability in the case of seafood, and little knowledge about actual ecolabels found in the Canadian marketplace. Attitudes towards the marine environment and sustainable seafood, understanding of the meaning of seafood sustainability, and purchasing behaviors of sustainable seafood were significantly different by some socio-demographic characteristics. Positive attitudes towards the marine environment and sustainable seafood and better understanding of seafood sustainability were significantly associated with the increased purchasing of ecolabeled seafood. Lack of understanding of ecolabels, limited information about product sustainability, and lack of in-store guidance were identified as key barriers to purchasing ecolabeled seafood products.