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One of SEA2SEE’s overarching objectives is to seek behaviour change in how European citizens purchase and consume wild captured or farmed seafood. Consumers have the right to know detailed information about the products they are purchasing and are responsible for checking available information for making informed decisions.

These assumptions apply to all markets, and when it comes to seafood industry, research has suggested that consumers can shift towards sustainable purchasing and consumption practices when resources and tools are available to them.

End consumers occupy a privileged position in the seafood value chain’s stakeholder map; their purchasing habits drive revenues. Analyzing and understanding consumers’ expectations, needs, and purchasing trends are crucial for the viability of the entire seafood supply chain. In this regard, it is of utmost importance we hear their needs, investigate information gaps, and plan strategic actions to overcome barriers to sustainable seafood consumption and product acceptance (Fig.1).

The partners of SEA2SEE Consortium will use a Collective Intelligence (CI) methodology to involve target group(s) in active, direct participation to attempt at closing value-action gaps in order to bring about a more seafood-literate population. CI is a barrier and value structuring methodology, already implemented in several Horizon Europe Projects, such as SeaChange, to identify barriers to teaching 12-19 years old about the ocean.

CI is a process of critical learning and reflection followed by action and more critical understanding that enables mobilization, design and development ‘with’ people rather than on their behalf.

Active participation in defining the barriers to change and potential solutions is more empowering because it reflects values important to the individual and increases control.

Read more about the four stages of barriers.

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