Some 70 percent of U.K. consumers who buy fish “always or sometimes” try to buy sustainable fish, says a new survey by the consumer watchdog Which.
The study also found that 80 percent of the 2,324 consumers surveyed thought that supermarkets should sell only sustainable fish.
However, it says the numerous labels available to consumers to help them identify sustainable fish are not doing the job.
Which found seven labels for sustainable fishing in the top U.K. supermarkets. As many as a third of respondents did not recognize any of these, while 40 percent said the labels do not give enough information about sustainability.
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