| Sustainable methods of aquaculture have evolved as a response to negative impacts of overfishing of the oceans and problems associated with conventional aquaculture. The German fish market is characterised by a multitude of different labels and claims for sustainable production and fishing methods. However, little is known about how consumers in Germany evaluate and interpret the different food labels and claims of sustainably produced aquaculture products. This paper presents results of think aloud protocols about consumers’ fish-buying decision making and in-depth interviews on consumer preferences for different sustainability labels and claims. Results indicate that not only product attributes, e.g. Origin, Production methods, Organic production, and... |
