“…The survey exposes that people would respond positively to the idea of purchasing eco-labeled fish, but it does not report what respondents would do in reality when exercising their purchasing power in the supermarket. The following considerations should be taken into account: (1) eco-labeling may not represent the most desirable aspects of seafood in purchase decision-making, regarding factors, such as taste, price, brand and market promotions [12]; (2) only specific sectors of consumers are likely to choose eco-labeled fish ( [6][7][8][9][10][11][12][13]33,34], this study); (3) consumers may be less likely to demand eco-labeled products when they have to consider non-economic criteria, such as spending time or effort [45,52]. Even though some studies reported price as a significant factor affecting the purchase decision of eco-labeled products, there is evidence of consumers agreeing to pay higher prices for eco-friendly options [10,11,13].…”