Behavioural Study on origin claims on fishery and aquaculture products

Client: DG MARE

Duration: 2019 – 2020

Consortium: Open Evidence (leader), BDI, LSE

Methodology: Behavioural Study

Tools: Literature Review, Focus Groups, Behavioural Experiments

Fieldwork: Sweden, Denmark, Romania, Croatia, Germany, Czech Republic, Italy, Spain

Geographical scope: EU27

Origin is one of the most important factors to the European consumers when buying fish. The EU regulation allows operations to offer additional information on voluntary basis, but such additional information often exploits the preference biases for local/national products. The European Commission seeks to assess whether the current framework related to origin information of fishery and aquaculture products (FAPs) is still efficient or whether there could be a need to refine/re-define and rationalise origin-related information.
In this context, the study has the following objectives:
– To assess what kind of origin-related information would provide them with the knowledge they need/expect to make informed purchasing choices
– To understand whether the currently available information could be eliminated/modified because it is not actually relevant, it is ambiguous or misleading
– To explore whether the voluntary information that operators provide to consumers actually meets their needs
This study contributes to improve the way the information is displayed for FAPs, helping consumers make smart decisions instead of following misleading information.

Final report

Behavioural study on origin claims on fishery and aquaculture products