GoalBlue report: Chinese consumers willing to pay premium for sustainable seafood

Published on
June 13, 2019

Chinese consumers are willing to pay a premium of up to 30 percent for sustainable seafood, according to a research report compiled by a local environmental NGO. 

According to the research report compiled by GoalBlue, a Shenzhen-based nonprofit seeking to make Chinese consumer choices more sustainable, 80 percent of those surveyed in China’s first-tier cities reported they’d be willing to pay up to 30 percent premium for certified sustainable seafood, while 95 percent of those surveyed would buy sustainable.

Support for sustainability was highest among females ages 18 to 35 with college education, according to the report. The report also revealed a lack of knowledge among Chinese consumers over the sources of seafood in local markets; There was a vast underestimation of the percentage of stocks coming from aquaculture. 

GoalBlue is run by May Mei, former longtime China head of the international NGO Wild Aid, which was recognized for groundbreaking work in highlighting and discouraging Chinese consumption of shark fins. Mei has been effective in enlisting leading Chinese celebrities and officials into her campaigns. A recent billboard campaign featured Chinese actor Huang Xiaoming encouraging people to eat a meat-free meal every week.

GoalBlue’s new report was compiled with help from the Packard Foundation and other Chinese and international collaborators. 

Photo courtesy of GoalBlue

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