Seafish: Sustainability Research

The Brief

Research was conducted to understand the consumer's definition of Sustainability within the fish industry and how this knowledge is likely to affect purchasing behaviour within the sector both currently and in the future.  In addition the research looked at what measures, if any, Seafish and the fish industry will need to put in place to address consumers' issues in the short and long term.

Our Research Approach

• A self completion online survey representative of the UK population with 1006 adults
• Boost sample of 250 adults from the "eco-friendly" population (defined from attitudes to Green Values as a screening question asked at the beginning of the survey)

The Output

The research identified five different typologies based on attitudes towards green values and found them to be characterised as follows: