More than eight in 10 Malaysians ( 85% ) and nearly three-quarters of Singaporeans ( 74% ) say sustainable seafood matters to them, according to a recent survey.

Despite actively seeking out sustainable sources, more than half of Singapore consumers ( 58% ) have never noticed an eco-label when shopping, with recognition of the MSC blue ecolabel label sitting at 21%, finds a YouGov survey commissioned by the Marine Stewardship Council ( MSC ), an international non-profit organization, and conducted between January 15 and 19.

Malaysia consumes, the survey notes, more than double the global average per capita – 49 kilograms ( kg ) versus 21kg globally – while Singapore imports most of its seafood supply. Without clear labelling and retailer commitment, consumers who want to make sustainable choices often cannot.

In Malaysia, where fishing remains central to coastal livelihoods, 75% of Malaysians believe support and resources are essential for local fishermen to fish responsibly and sustainably.

In Singapore, where nearly all seafood is imported, consumers look to retailers and regulators for assurance, the survey points out, with 55% citing government standards and 54% citing origin information as key drivers of confidence.

More than half of Singaporeans ( 52% ), the survey details, believe supermarkets should commit to sourcing sustainable seafood; and, even amid cost-of-living pressures, 38% say they are willing to pay more for sustainably sourced seafood.

As well, many consumers say clear eco-labelling would help them make better choices within their budget and could help them align their values with their shopping – without changing what’s on the dinner table.

“When asked what sustainable seafood means to them, consumers demonstrated a sophisticated understanding: 62% of Singaporeans and 56% of Malaysians associate it with well-managed fisheries operating under clear rules,” says Anne Gabriel, MSC’s programme director for Oceania and Singapore. “It’s clear that consumers are ready and willing to seek out credible certification, so we’re urging retailers and businesses to make our eco-label products visible and accessible.”