Open Evidence in consortium with the London School of Economics and BDI Research will conduct a new behavioural study for the European Commission’s Directorate-General for Maritime Affairs and Fisheries (DG MARE) on origin claims on fishery and aquaculture products. In the framework of the upcoming evaluation of the Common Market Organisation (CMO) Regulation, this behavioural study aims to provide the
In the European Union, the consumption of fish increased in the last years for nearly all of the main commercial species, reaching a consumption of 24,33 kg per capita in 2018. The latest Special Eurobarometer 475 showed that 41% of consumers take information on the product’s origin into account when buying fish. However, the global nature of the fishery supply chain, coupled with the complex regulatory context, leaves a significant margin of manoeuvre in terms of which type of origin information can be displayed on the product.
The global nature of the fishery supply chain, coupled with the complex regulatory context, leaves a significant margin of manoeuvre in terms of which type of origin information can be displayed on the product. Generally, origin information found on fish products refers to information on where the product was caught/farmed and processed and to claims that associate the origin of the product with taste/quality. Such information exploits the preference biases for local/national products that EU consumers show but does little to inform consumers adequately on the origin/provenance of the product they are buying. This study will triangulate evidence gathered through a variety of sources to shed light on all these aspects.
The project will explore the values that EU consumers associate with the origin of FAPs. It will assess which origin-related information provide individuals with the knowledge that they need in order to make informed purchasing choices. Likewise, the study will determine whether some of the currently available information can be updated as it is not always relevant, it is ambiguous or it can mislead consumers. Voluntary information provided by the operators will also be assessed to measure the level of understanding that customers have of the European Regulation (EU) No 1379/2013.
In relation to this topic, Open Evidence is also conducting a behavioural study for the European Commission (DG JRC-IPTS) which focuses on the impact of dual food quality on consumers’ choices. The study investigates brands that offer seemingly identically branded food products in different parts of the Single Market with different composition (dual quality food), and the impact that these have on consumers’ purchase decisions.