Publication Abstract

Seafood consumption can play an important role in sustainable dietary transitions by reducing consumption of other animal-based proteins and boosting local food production. Fish consumption in the UK is relatively low, despite government guidance to ‘eat two portions of fish per week, including one oily fish’, and focuses on a small number of species predominantly caught outside of UK waters (e.g., salmon, cod, haddock and tuna). To improve food security and human health, boost local economies, and minimise the environmental impact of the seafood sector, it is necessary to identify and better understand mechanisms to encourage consumption of sustainable and locally caught seafood and increase the diversity of species consumed. Through an online discrete choice experiment in South West England, UK, this study explores preferences for fish species, origin, format, sustainability messaging and price. To appreciate the role of the UK government guidance on healthy diets, the questionnaire adopts a split-sample design where behavioural ‘nudges’ promoted by the NHS or respondent’s supermarket were presented. The results confirm strong and statistically significant preferences for salmon and cod (‘Big 5’ species) and seafood choices, which were not influenced by the provision of health guidance. Preferences for seafood format depended significantly on species, particularly for breaded products. Sustainability messaging was preferred to no messaging, but the impact on choice remain marginal. Results reveal the urgency to encourage diverse diets to support the management of UK fisheries, as well as the production, processing, and retailing in the seafood sector.

Ellen McHarg*, Gaetano Grilli, Tiziana Luisetti*, Rosalind Bark, Silvia Ferrini