The Role of the Marine Stewardship Council Label on Consumers’ Purchasing Behaviour

Sammanfattning: This study’s aim was to investigate the decision-making process of consumers when purchasing seafood, with a specific focus on the role of the Marine Stewardship Council eco-label. The Means-End Chain theoretical framework is used to analyse this process. A mixed-method approach was employed, combining laddering interviews to construct a Hierarchical Value Map, and semi-structured thematic interviews to gain a deeper understanding of consumer perceptions and behaviour. The Hierarchical Value Map analysis identified price, origin, and freshness/frost status as the primary factors influencing consumer choices. While eco-labels were considered, they often played a secondary role compared to these attributes. The study revealed varying levels of consumer awareness and trust in eco-labels, highlighting an uneven level of eco-label literacy among different consumer segments. The findings demonstrated that although eco-labels are significant, they face competition from more immediate attributes such as price and origin in shaping consumer behaviour. Trust and education regarding eco-labels are essential in guiding consumers towards more sustainable choices. Future research should focus on strategies to enhance trust in eco-labels and examine the influence of cultural factors on consumer perceptions of sustainable practices. Contributions of this project are seen in valuable insights into the complexities of consumer decision-making in sustainable seafood purchases. It emphasizes the importance of eco-labels in promoting environmental stewardship through market mechanisms.