Do Italian Consumers Care About the Eco-Label When Buying Canned Tuna?

The study investigates the importance assigned to eco-labels, the knowledge of logos, the willingness to buy and to pay for certified canned tuna among a sample of Italian consumers. Descriptive and test analyses were applied to detect the significance of socio-demographic characteristics, tuna frequency of consumption and knowledge of eco-labels. Preliminary results show that most of respondents are aware of and concerned about environmental issues in the tuna industry; they pay little attention to the presence of eco-labels and are unable to recognize logos, but are willing to buy certified canned tuna and to pay for it.