ITALIANS LOVE THE SEA AND FISH SO MUCH THE ARE WILLING TO PAY MORE FOR FISH IF THEY ARE SURE IT HAS BEEN FISHED SUSTAINABLY AND THE HABITAT IS PROTECTED (77%), REVEALS THE GREENPEACE POLL ON FISH CONSUMPTION

Italians love the sea and food safety. They are willing to pay more for fish if they are guaranteed a sustainable catch for marine habitat protection, revealed a survey on fish consumption commissioned by Greenpeace. 77% of Italian respondents said they are willing to pay more for fish if they are guaranteed its sustainability and 91% are ready to change their eating habits to reduce the over-exploitation of fish stock and protect the sea.
“The survey shows that, if properly informed and made aware of the importance of buying fish responsibly, consumers can move the market towards more sustainable patterns of consumption”, said Serena Maso, Greenpeace Italy Sea Campaign, “considering the dramatic state of the Mediterranean Sea. To reverse the situation, it is necessary to give greater value to a precious resource such as fish, reduce consumption and pay more attention and be more responsible when you go to the grocery store”.
The survey, conducted by the Ixé Institute for Greenpeace, on a sample of over 1.000 respondents in each country surveyed (Italy, Spain, Greece), reveals that nearly half of Italian respondents eat fish at least once a week and buy mainly in supermarkets. There were many contradictions found in consumer behavior in Italy, Spain and Greece.
Although consumers believe it is important to inquire about the quality and origin of the fish, only 28% of consumers are aware of the existence of the new rules on labeling of fresh fish, while just 11% know that it is obligatory to indicate the category of fishing gear used on the label also. This is vital information that lets consumers choose fish caught using traditional gear that have a low impact on the environment (which is why Greenpeace has launched a new website to help consumers buy fish responsibly: www.fishfinder.greenpeace.it).
The Greenpeace / Ixé poll also reveals that although there is a wide variety of commercial fish species, only a few varieties are consumed, which are often the ones in danger due to excessive and destructive fishing practices, such as tuna, cod, anchovies and swordfish. “It is clear that consumers' choices of fish products are affected by the current distortion of the market, flooded with fish products coming mainly from industrial and non-sustainable fishing. This shows how important it is to inform consumers appropriately and give them all the tools to make responsible choices”, continued Maso.
“It is time for retailers, from supermarkets to small neighborhood fishmongers, to meet consumer demands and to promote, as they do for many other food and non-food products, sustainable supply chains for fish, enhancing artisan fishing and raising consumer awareness”, concluded the environmental organization.