Eco-Labeled Canned Tuna Consumption: What do Italians Know and How do They Behave?

The study investigates the importance that Italians assign to eco-labeled canned tuna, their appreciation and ability to recognize different eco-label logos. Three steps of analysis were followed: a descriptive analysis; a test analysis, to detect the significance of socio-demographic characteristics, frequency of consumption and knowledge of eco-labels; finally, an ordered logistic model, to investigate respondents’ preferences toward eco-labeled tuna and understand what factors influence their choice. Results show a high willingness to buy and to pay for eco-labeled tuna. Most of the respondents were unable to identify the logos. Consumers who know the meaning of the sustainability concept, who buy certified products and who trust in the certification of products are more likely to prefer eco-labeled tuna, than other people. People’s recognition of eco-labels, awareness to buy certified food and the perceived knowledge of the overfishing status of tuna, all exerted a positive effect on people’s preferences toward eco-labeled tuna.