Close to one in four adults are aware of the Marine Stewardship Council (MSC) ecolabel, according to a survey carried out by AMR Marketing Research in July 2010.
The research, carried out in the USA, Canada, UK, Germany, France, and Japan shows that across these regions, 23 per cent of the adult population is now aware of the MSC ecolabel – up from 9 per cent in 2008.
Awareness of the MSC ecolabel varies across the regions but is currently at the highest level in Germany, which has leapt to 36 per cent (from 11 per cent in 2008).
According to the study, consumers report they are looking for and buying more ecolabelled products these days (37 per cent), the surveys show that there are a growing number of shoppers that are increasingly environmentally conscious and concerned about sustainability (56 per cent); less price sensitive (32 per cent); and prepared to go out of their way to purchase ecolabelled products (24 per cent).
Overall, 55 per cent of respondents believe ecolabels are effective in helping bringing changes to environmental/social problems (33 per cent still undecided) and 65 per cent think that buying MSC- labelled products will help bring improvements to the marine environment (31 per cent still undecided).
The growth in awareness is also supported by other research carried out by Panelwizard commissioned in March 2010 in the Netherlands in which 22 % of respondents can identify the MSC ecolabel.
source: Marine Stewardship Council press release