Seafood Consumption Habits in Younger Generations: Preferences, Nudges, Behavioural Insights

Do younger generations really care about sustainably diversifying their seafood consumption?

There are around 100 species of fish and shellfish found in UK waters. Yet, we consume only a tiny proportion of them and prefer the often imported ‘Big Five’ species – cod, tuna, prawns, salmon and haddock. Shifting UK consumers’ choices away from this narrow basket, towards more nutritious and lower-impact species is vital in the transition to a sustainable seafood sector. 

In this context, understanding preferences, attitudes and behaviours of younger generations is a key research gap. Younger demographics can drive a more sustainable diversification of seafood consumption not only as consumers of the future but also by influencing their peers and families.

The UKRI funded Pyramids of Life project aims to fill this knowledge gap. This webinar will present findings from a survey of students in three UK universities (UEA, UCL, and York) about their preferences, attitudes and expectations towards seafood consumption and from a nudge field experiment in university canteens. Results will be discussed in the context of the national policy objectives to promote healthier eating, sustainable use of marine resources, and resilient fishing sector, identifying information and behavioural nudge strategies targeting younger consumers.

About Gaetano & Samuel

Gaetano Grilli is research fellow at the Centre for Social and Economic Research on the Global Environment (CSERGE), University of East Anglia (UK). His work focuses on biodiversity valuation and sustainable development. Gaetano is an applied economist specialising in quantitative methods for environmental and social research. His research interests include ecosystem services valuation, discrete choice models, measurement of wellbeing and inequality, natural capital accounting.

Samuel Barker is a research associate at the Centre for Social and Economic Research on the Global Environment (CSERGE) and is a current student of the MSc Economics and Policy of Energy and the Environment programme at the University College London (UCL). Sam’s research interests include behavioural and experimental economics applied to Energy and the Environment, as well as development economics and policy.