Abstract

The diverse nature of seafood species, the myriad product forms available to consumers, the many different harvesting techniques, concerns regarding the sustainability of fish stocks and habitat, and a rapidly changing global supply situation make it difficult for consumers to make informed decisions when purchasing seafood. To assess consumer awareness of seafood related issues a telephone survey of 400 seafood consumers in Florida was conducted. Respondents were asked about their awareness and concerns associated with seafood issues such as seafood safety, environmental effects of seafood harvesting techniques, and incorrect labeling of seafood. In addition, respondents were asked how important economic, environmental, or seafood safety assurances would be in developing a hypothetical seafood labeling program. The survey also sought to determine how much seafood-related information should be available on issues regarding nutrition, safety, origin, and harvesting method versus how much information respondents feel is currently available. The survey found that consumer awareness and concern is highest for issues related to seafood safety. Although respondents showed the greatest concern for seafood safety issues, the information that would provide the most assurance in a labeling program was that the seafood was correctly labeled with respect to species. T he survey also found that respondents, in general, feel that not enough information is available regarding country of origin and harvesting method. The results of this survey provide valuable information to seafood producers and marketing organizations as efforts are directed toward developing effective future seafood marketing campaigns.

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