Sustainability -- not price -- is increasingly important for the usually frugal German consumers when purchasing fish and seafood, according to a new independent nationwide study.
Around three quarters (73 percent) of 1,034 consumers surveyed for the study, which was commissioned by the Marine Stewardship Council (MSC), believe sustainable fishing is the only way to protect the world's oceans and fish stocks in the long term.
This means purchasing decisions are now based on quality and sustainability rather than factors such as brands or price, which is "surprising," MSC said in a statement.
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