Has the consumers awareness of sustainable seafood been growing in Japan? Implications for promoting sustainable consumerism at the Tokyo 2020 Olympics and Paralympics

Abstract

Sustainable development is being promoted in numerous fields, including the seafood industry. Policymakers, stakeholders, and the general population are also expected to contribute to implementation of this development. Seafood eco-labeling has been receiving growing attention for its key role in enhancing consumer-driven sustainable development. This study analyzes Japanese consumers’ awareness of the importance of seafood sustainability, based on responses to Web-based questionnaires that were obtained in 2017 and 2019. Although the frequency of cooking at home did not change much from 2017 to 2019, the frequency of consumption of seafood products both at home and outside the home showed a decline over this period. The results of a regression analysis, applied to a comparison of key items when buying seafood products, showed eco-friendliness to score higher than price. Willingness to pay for seafood and seafood sustainability were also statistically analyzed. Discrete choice experiments found that Japanese consumers are increasingly willing to pay more for eco-labeled products, especially when informed that such products are sustainable. The process of preparation for the Tokyo Olympic and Paralympic Games is an opportunity to create new perspectives on outreach for seafood consumption and to promote its future sustainability.