Promoting Sustainability in Seafood Products: Consumer eco-Labeling and shelf-Life Innovation Preferences in Croatia, Italy, and Spain

Consumers are increasingly aware of environmental issues such as overfishing, bycatch, and the carbon footprint of seafood production. In response, Eco-labels help link consumers to sustainable fisheries but may lack visibility or clarity. In addition, shelf-life extension technologies can reduce food waste, though they may affect product quality and consumer acceptance. Our study thus aims to explore consumer preferences regarding eco-labeled seafood products with an extended shelf life, focusing on three products (clams, sardine fillets, and seafood burgers) in three European countries (Croatia, Italy, and Spain). We carry out a labeled discrete choice experiment, collecting data from 3,713 respondents. Our research illustrates significant differences in preferences by country. Italian and Spanish consumers show a high level of environmental awareness and are willing to pay a premium for eco-labeled seafood. Contrarily, Croatian consumers are more neutral, although there is a niche market for sustainable products. Consumers in all three countries prefer locally produced seafood, highlighting the importance of regional identity. Acceptance of shelf-life extension technologies varies: Croatian consumers prefer frozen options, Italians prefer traditional methods, and Spaniards are more open to innovation. These results suggest that effective market strategies should emphasize regional origin, sustainability, and the benefits of eco-labeling to increase consumer acceptance.