Exploring the Intention–Behavior Gap in Green Seafood Consumption: Challenges and Paths Forward

Against the backdrop of increasing global emphasis on sustainable development and ecological conservation, green seafood has emerged as a key component of sustainable marine food consumption. However, the discrepancy between consumers’ intention to consume and their consumption behavior remains a critical issue requiring in-depth investigation. Herein, based on survey data collected from 415 consumers in China in 2025, this study employs structural equation modeling (SEM) to analyze the determinants and mechanisms influencing green seafood consumption intention and behavior. The findings indicate that heightened concerns regarding dietary health, food safety, and nutrition significantly enhance consumer intention, driven primarily by ecological awareness and the pursuit of a higher quality of life. Individual and household characteristics, along with consumers’ cognitive status of green seafood, exert significant positive effects on consumption intention, with cognitive status demonstrating the strongest influence. Nevertheless, a notable gap exists between consumption intention and actual behavior. Among respondents with consumption intention, only 48.7% had ever purchased green seafood, and the consumption frequency remained generally low. SEM path coefficients further reveal that marketing factors play a dominant role in actualizing consumption behavior. Compared to marketing factors, consumption intention shows a relatively weaker effect in facilitating consumption behavior. This finding further confirms the intention–behavior gap in green seafood consumption. The intention–behavior gap in green seafood consumption is jointly driven by asymmetric information on product quality, an underdeveloped certification system, a relatively undiversified supply structure, and elevated prices. Accordingly, this study proposes an integrated strategy that includes establishing a unified certification and traceability system, optimizing supply structures and pricing mechanisms, and strengthening science communication and targeted marketing. These measures aim to bridge the intention–behavior gap and promote the transition toward sustainable consumption patterns.