Ocean literacy survey: headline findings

Headline findings from an online survey with the public in Scotland on the topic of ocean literacy - exploring the public's understanding of the marine environment. It is part of a wider project covering England and Wales.


Seafood purchasing actions

Seventy-four percent said that they purchase seafood (fish or shellfish).

Of these, 74% said that information about whether or not the fish is endangered or overfished influenced their purchase (Figure 23). Labels indicating the product was environmentally friendly influenced 71% of people who bought seafood. Less significant, but still influencing the majority of people was information about the origin of the fish (66%) and how the fish was caught (62%). Information on carbon emissions of the fish product had the lowest influence at 45%.

Figure 23: Information influencing seafood purchase (weighted %) Would influence (rate 4 or 5 on 5 point scale)
a bar chart that illustrates seafood purchasing behaviour as reported in the previous two paragraphs.

Q20: When buying seafood (fish or shellfish), to what extent, would each of the following influence your purchase?

Unweighted base: Where purchase seafood: 2,227

Dimensions

  • Behaviour
  • Communication
  • Knowledge
  • Awareness

Contact

Email: socialresearch@gov.scot

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