SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness

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dc.contributor.advisorJarre, Astriden_ZA
dc.contributor.authorLandey, Daviden_ZA
dc.date.accessioned2014-08-20T19:42:52Z
dc.date.available2014-08-20T19:42:52Z
dc.date.issued2013en_ZA
dc.description.abstractThe 'sustainable seafood movement' is over 20 years old, and has made use of numerous methods in an attempt to educate consumers about seafood. In South Africa, there are two such campaigns: the Marine Stewardship Council (MSC) and the Southern African Sustainable Seafood Initiative (SASSI). This study aimed to investigate the awareness of consumers at major retail outlets in Cape Town of these initiatives, and to link awareness with seafood consumption behaviour. It used face-to-face surveys, which were conducted at all times of the week in outlets of three major supermarket chains located at five middle-class shopping centres. Aspects investigated included consumers': recognition of the MSC and SASSI; preferred seafood species; production method(s); and favoured sources of seafood. The data were analysed by means of chi-squared (χ2) analysis. The MSC label was recognised by slightly over a tenth of the consumers and SASSI by just less than half. Overall it was found that shoppers were more concerned about the quality and value for money, than the type, sustainability and size of their seafood. Consumers who shopped at the retail outlets which have a working relationship with SASSI did not show a higher awareness of SASSI. Even the consumers who were the most aware of SASSI and/or the MSC, and indicated that they considered sustainability a factor when making seafood choices, still favoured species from fisheries the sustainability of which is classified as problematic. The results point to raised awareness, yet unchanged purchasing behaviour.en_ZA
dc.identifier.apacitationLandey, D. (2013). <i>SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness</i>. (Thesis). University of Cape Town ,Faculty of Science ,Department of Oceanography. Retrieved from http://hdl.handle.net/11427/6647en_ZA
dc.identifier.chicagocitationLandey, David. <i>"SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness."</i> Thesis., University of Cape Town ,Faculty of Science ,Department of Oceanography, 2013. http://hdl.handle.net/11427/6647en_ZA
dc.identifier.citationLandey, D. 2013. SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Landey, David AB - The 'sustainable seafood movement' is over 20 years old, and has made use of numerous methods in an attempt to educate consumers about seafood. In South Africa, there are two such campaigns: the Marine Stewardship Council (MSC) and the Southern African Sustainable Seafood Initiative (SASSI). This study aimed to investigate the awareness of consumers at major retail outlets in Cape Town of these initiatives, and to link awareness with seafood consumption behaviour. It used face-to-face surveys, which were conducted at all times of the week in outlets of three major supermarket chains located at five middle-class shopping centres. Aspects investigated included consumers': recognition of the MSC and SASSI; preferred seafood species; production method(s); and favoured sources of seafood. The data were analysed by means of chi-squared (χ2) analysis. The MSC label was recognised by slightly over a tenth of the consumers and SASSI by just less than half. Overall it was found that shoppers were more concerned about the quality and value for money, than the type, sustainability and size of their seafood. Consumers who shopped at the retail outlets which have a working relationship with SASSI did not show a higher awareness of SASSI. Even the consumers who were the most aware of SASSI and/or the MSC, and indicated that they considered sustainability a factor when making seafood choices, still favoured species from fisheries the sustainability of which is classified as problematic. The results point to raised awareness, yet unchanged purchasing behaviour. DA - 2013 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2013 T1 - SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness TI - SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness UR - http://hdl.handle.net/11427/6647 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/6647
dc.identifier.vancouvercitationLandey D. SASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awareness. [Thesis]. University of Cape Town ,Faculty of Science ,Department of Oceanography, 2013 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/6647en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentDepartment of Oceanographyen_ZA
dc.publisher.facultyFaculty of Scienceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.titleSASSI and the MSC: How effective have they been with reaching consumers in Cape Town and raising their awarenessen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMScen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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