Are Consumers Really Informed on Corporate Social Responsibility Labels for Fishery Products? Results of an Italian Case Study

This paper intends to investigate whether Corporate Social Responsibility (“CSR”) labels related to fishery are known and recognised by culturally qualified consumers and consequently chosen in the scope of sustainable consumption. Although it is possible to find literature on CSR labels, to the Authors’ knowledge this is the first paper presenting the results of a survey which has investigated university students’ concerns focused only on fishery labels. After a literature review, a questionnaire was designed. A survey was projected and conducted. 411 university students were interviewed. Multivariate statistical methods were employed. At the end, four clusters were identified, with different peculiarities in terms of interest in QMs. The findings may help fishery stakeholders to improve CSR labelling for young consumers by developing more effective marketing and policy strategies as the recommended fish intake is not widely achieved.