Determinants affecting consumers’ attention to fish eco-labels in purchase decisions: A cross-country study

Purpose The purpose of this study was to investigate the role of consumer altruism and other socio-cultural factors in predicting how much attention consumers pay to seafood eco-labels. Design/methodology/approach The empirical investigation was carried out by administering an online questionnaire to a sample of Italian and Spanish people from December 2019 to April 2020. After carrying out the principal component analysis procedure, the work made use of an ordinal logistic regression. Findings Both Italian and Spanish consumers with an altruistic attitude, who feel that food produced in a sustainable way can protect the environment and workers, appear more likely to take an eco-label into account. In addition, in both countries, consumers with a higher level of education and in the older age range are more likely to read eco-labels before buying fish products. Research limitations/implications The first limitation is mainly related to the sampling procedure, which is not probabilistic and does not allow for generalisation of the results. Furthermore, some indicators related to COVID-19 were not included as the planning stage of the research methodology occurred before the pandemic. Practical implications A better understanding of the main determinants predicting consumers' attention to seafood eco-labels could be crucial to promote effective marketing strategies aimed at increasing consumer interest and awareness in sustainable seafood and eco-labels. Originality/value Exploring the role of consumers' altruism in how much attention is paid to seafood eco-labels appears to be a new approach that emphasises the role of altruism as a variable capable of bridging the “value-action gap”.