The Marine Stewardship Council (MSC) conducts a biennial consumer survey exploring awareness, understanding, and trust around the MSC ecolabel and ecolabels more generally. We also ask what the most important ocean issues are to people. The results are made publicly available and presented by region (Asia-Pacific, Europe, North America).

MSC

Implemented in

  • Asia / Pacific
  • Europe and Central Asia
  • North America

Sectors of activity
Agricultural and Fishery, Consumer Goods, Food & Beverage

Type of initiative
Education & Awareness Raising, Research, Analysis, Assessment

Type of lead actor
Civil society

Start date
20/05/2019

Shared by

Chantal Lyons

Assurance and Quality Manager

Marine Stewardship Council

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Objectives

To understand current awareness of and trust in the MSC ecolabel and other ecolabels, and what ocean issues matter the most to consumers.

Activities

Surveys conducted in 2016 and 2018. Next reporting in 2020.

Impact and Results

To inform the MSC's messaging to consumers to trigger greater action on ocean sustainability issues.

Next steps and how to get involved

Latest results can be found at https://www.msc.org/understanding-seafood-consumers