“…Recent research shows that the promotion of sustainability in seafood bears potential for product differentiation and thereby higher premiums and market shares (Ankamah-Yeboah et al, 2016;Asche, Larsen, Smith, SognGrundvåg, & Young, 2015;Jaffry, Pickering, Ghulam, Whitmarsh, & Wattage, 2004;Roheim, Asche, & Santos, 2011). Earlier research stressed that a particular consumer segment which appreciates additional ethical values of products and is willing to pay higher prices exists (Altintzoglou et al, 2010;Feucht & Zander, 2015;Kalshoven & Meijboom, 2013;Lasner & Hamm, 2014;Mauracher, Tempesta, & Vecchiato, 2013;Risius et al, 2017).…”