Consumers’ Awareness of Fish Traceability and Sustainability: An Exploratory Study in Italy and Spain

Fish products are widely consumed in different European countries for their nutritional composition, such as their high protein content, omega-3 fatty acids, minerals, vitamins, and low carbohydrate content. Therefore, fishing provides important income and commercial opportunities in different Mediterranean coastal countries. As the increased consumption of fish products is leading to negative ecological impacts on marine flora and fauna, sustainability labels are increasingly emerging. Furthermore, to increase transparency in the fisheries sector and increase consumer confidence when purchasing, fish traceability is becoming increasingly important. Therefore, this study aimed to analyze the importance of fish traceability and the knowledge of some fish sustainability labels in two European coastal countries, Italy and Spain. The investigation was carried out through an online questionnaire filled out by 1913 consumers in Italy and Spain. The main results show that receiving traceability information was mainly important for the Italian population, while, although fish sustainability is increasingly important, respondents did not demonstrate that they frequently buy fish products with sustainability labels. The study also highlighted how the main characteristics of the respondents may influence their habits and perceptions regarding the issues.