From Information to Satisfaction: Unravelling the Impact of Sustainability Label on Fish Liking Experiences

Fish sustainability has become an ever more important issue in recent years, as increases in consumption are leading to overfishing practices, resulting in the depletion of the seas and environmental damage. Therefore, fish companies have been adhering to sustainability programs, although these sustainable practices are not well valued and thus well known by end consumers. Therefore, this study aimed to assess the impact of sustainability label information on the hedonic perception of a consumer group regarding two fish species threatened by overfishing: European anchovy (<i>Engraulis encrasicolus</i>) and Bluefin tuna (<i>Thunnus thynnus</i>). The approach used was a blind-expected-informed evaluation. The results showed a positive perception of the species with the sustainability label by recording higher informed hedonic scores than blind ones. Thus, in conclusion, fish sustainability positively influenced the consumers, increasing their liking scores from the blind to the informed session. This study can expand previous knowledge on environmental sustainability, especially fisheries sustainability, and understand the relationships between sustainability eco-labels and consumer behaviour.