Changing consumer attitudes to make the Corporate Social Responsibility investment in sustainable fish production, a worthwhile investment to corporates

Abstract The need for environmental protection, especially of depleting natural resources such as fish stocks, remains a global challenge. Global population growth increases food consumption. Some socially responsible corporate entities in the fish sector are producing and selling sustainable fish products, but beyond meeting their altruistic motives, they need consumers to respond favorably to these CSR initiatives to make the investments worthwhile and to encourage more organizations to invest in CSR for sustainable development. This paper reports the findings of research on the factors which influence consumers in the emerging market of South Africa, to respond favorably to sustainable fish product CSR initiatives. A causal research design and quantitative method was employed with a sample of consumers who were part of the South African LinkedIn community and who eat fish, whether concerned or not about sustainability. An online questionnaire was developed using an extension of the Theory of Planned Behavior. Univariate, regression and mediation analyses were carried out. Attitude towards sustainable fish products was found to be the only significant predictor of intention to purchase sustainable fish but it was also found to mediate the impact of health consciousness and environment concern. This paper thus focuses specifically on the role of attitudes in sustainable fish consumption in South Africa. Recommendations are provided for improving these consumer responses so as to make these CSR investments worthwhile to corporates and thus also positively impact fish sustainability.