Most Canadians are concerned with greenwashing.

The results, from a YouGov survey commissioned by SeaChoice in February 2020, demonstrate that the majority of Canadian seafood shoppers would likely stop buying a seafood product if its label contained  greenwashing and agree that companies should provide the necessary information to back up their environmental claims.

Survey highlights:

Canadians are checking for environmental claims on seafood.

• More than two-thirds (68%) of Canadians who purchase seafood check for environmental claims at least some of the time.
• Roughly one in five always check (21%).

Canadians are concerned about greenwashing.

• 83% of Canadians are somewhat to very concerned about greenwashing.
• 78% of Canadians who purchase seafood would likely stop purchasing a seafood product if its claim was found to be greenwashing.

Canadians are being misled by environmental claims in the market.

• About half (51%) of Canadians who purchase seafood perceived a canned tuna product (pictured on the right) with self-declared claims to be environmentally friendly when, in fact, it was found not to be.

 

Canadians want seafood companies to provide information on their claims.

• 90% of Canadians agree seafood companies should provide publicly available information to back up their claims.

Canadians are more likely to trust a third-party or a government authority, over a private company, with ensuring claims made on products are truthful.

• Ordered by which consumers indicated trusting “most” (of the three options provided) in ensuring environmental claims are truthful and accurate: third-parties, such as certifiers or NGOs (48%), government (36%) and private companies (16%).

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1005 adults. Fieldwork was undertaken between 4-6 February, 2020. The survey was carried out online. The figures have been weighted and are representative of all Canadian adults (aged 18+).  Download poll.

The results bolster the recommendations put forth in SeaChoice’s recently released report, Certification, Verification or Fabrication? An investigation of seafood environmental claims in Canadian retailers. This study found that questionable private-company self-declarations are rampant on seafood sold in Canadian retailers.

SeaChoice recommends that companies provide evidence to back up their claims, that evidence is clear, easily accessible and readily available to consumers (e.g. on the product and website) and that they prioritize the sourcing of products with certifications over self-declarations. We also recommend that the Canadian government establish better seafood labelling laws to help consumers substantiate the claims made on products, and develop and implement their mandated boat-to-plate traceability program. Furthermore, the Canadian Food Inspection Agency should strengthen the requirements for the use of the terms “sustainable” and “responsible” by requiring third-party verification to support their use.