In a survey by the MSC, fish and chip diners ranked sustainability as being more important than price when eating seafood out.
The research saw consumers put sustainability fifth, ahead of price, when it comes to motivating factors when purchasing, but behind being safe to eat, taste, fresh, and good for health.
The survey, conducted by GlobeScan and including more than 600 fish and chip diners, also shows more than three-quarters believe that people should be prepared to switch to another type of fish if it is more sustainable.
Trust in the blue MSC label remains high at 70% and over half (56%) of fish and chip shop lovers say ecolabels on fish and seafood raise trust and confidence in a brand. However, when it comes to verification of sustainability claims, 8 in 10 (81%) believe they need to be clearly labelled by an independent organisation.
Globescan’s research into seafood diner habits also revealed the high appetite for the British fish supper. While most seafood diners (92%) purchase their seafood in supermarkets, almost two-thirds (62%) purchase their fish from the fish and chip shop.
It appears there is still a keen desire to learn more with 72% of fish and chip diners saying they would like to hear more from businesses about sustainability of fish and seafood products.
Loren Hiller, commercial officer, UK & Ireland, says: “It’s clear that fish and chip diners are placing increasing importance on seafood sustainability when they’re picking up their fish supper. Thanks to our certified fish and chip shops who are committed to offering 100% traceable and sustainable seafood, it’s easier than ever for diners to enjoy their favourite meal knowing that there will be plenty more fish left in the sea.”