How the Structure of Benefits for Sustainably Raised Seafood May Differ in the USA: Implications for Wider Market Adoption

Abstract Not only does sustainably raised seafood play a role in meeting the world’s growing need for protein, but it can also do this in an environmentally and socially responsible way. Even though the United States is one of the largest consumer markets in the world, it has lower adoption of sustainably raised seafood. The purpose of this study is to explore U.S. consumer attitudes toward and motivations behind adopting sustainably raised seafood. Focus groups are used to qualitatively explore what benefits U.S. consumers prioritize when considering sustainably raised seafood. The study finds that group participants prioritize self-oriented, product quality and safety benefits over others-oriented, environmental and social benefits. Contributions to learning include a potentially expanded set of benefits, new relationships amongst them, and new consumer rationale. Practitioners can use this learning to alter their presentation of sustainably raised seafood to the U.S. marketplace to increase adoption and achieve positive environmental and social outcomes.