Epsilon Archive for Student Projects

Abstract

Growing environmental sustainability concerns have raised consumer interest in food, particularly seafood, that is supplied responsibly. However, there often exists a gap between customers' positive impressions of sustainability and their actual purchasing habits. A wide range of people, including university students and other residents in Uppsala, Sweden, were the subjects of this study, which investigated the social factors influencing sustainable fish consumption. The study used a qualitative case study technique based on 30 semi-structured interviews and Social Practice Theory (SPT) as the primary analytical perspective to investigate how routines, social norms, competencies, and contextual factors influence fish purchasing decisions.
The findings show that sustainable consumption is not just motivated by personal values but also rooted in broader social norms. Purchase decisions were significantly influenced by influence from peers, habitual behavior, eco-label awareness, and product accessibility. Despite their theoretical support for sustainability, many participants mentioned obstacles such high prices, a lack of knowledge about eco-labels, and habit-driven purchasing behaviors. Social interactions, confidence in recommendation, and obvious price reductions were all positive motivators.
By illustrating how SPT supports the explanation of consumer behavior within a particular sample, this work enhances the field of sustainability research. The results provide useful information for policymakers, retailers, and advocacy groups striving to encourage sustainable seafood consumption through social and structural initiatives, even though they are not representative of the broader Swedish population.