What determines British consumers' motivation to buy sustainable seafood?

Purpose - The purpose of this paper is to explore the role of determinants of consumers' buying intentions for sustainable seafood. Design/methodology/approach - Survey data from 755 representative respondents in the UK were collected. Structural equation modelling was used to analyse the data. The theory of planned behaviour was used as a framework for the analysis, with an additional variable, personal norm, which seems to be especially relevant for environmental behaviour. Findings - The results confirmed the expected relationships: the motivation to buy sustainable seafood is increased by a positive attitude towards buying sustainable seafood, perceived pressure from important others such as family, friends and colleagues, and by a strong moral obligation. Attitude towards buying sustainable seafood was the strongest predictor of intention found in the study. To reach a goal of consumers placing greater emphasis upon purchasing more sustainable seafood, both attitudinal and normative messages could be used. Further implications of the findings and the scope for further research are discussed. Research limitations/implications - The study is correlational in nature, thus limiting the causal inferences that can be made from the results. It does, however, help to explain the relationships in explored in the model. Originality/value - This paper addresses the issue of motivation to buy sustainable seafood which has not received much attention in literature, but is an important issue for anyone trying to increase consumer sustainable behaviour.