The sustainable seafood movement has the potential of reversing the current trends of seafood consumption which are leading toward a global breakdown of seafood species. A series of initiatives have been created to cultivate interest in consumption of sustainable seafood. However, research indicates that consumers’ intention to purchase sustainable seafood does not always translate into actual purchase behaviour, which creates an Ethical Purchasing Gap (EPG). The Theory of Planned Behaviour (TPB) is used to identify affordability, lack of awareness of sustainability, lack of knowledge and confidence in cooking as key barriers and awareness of sustainability, attitudes and preferences toward fresh seafood as key drivers for consumption of sustainable seafood. Findings also reveal that a favourable attitude toward sustainable seafood can increase consumption of sustainable seafood while understanding of the ‘sustainable seafood’ concept and knowledge of sustainable seafood availability does not necessarily increase consumption of sustainable seafood.
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