This paper discusses conceptual confusions of sustainable seafood consumption, practical challenges, and potential anchors from where this behaviour can be fostered. The main focus lies on psychological variables. The resulting framework comprises (1) a definition of sustainable seafood consumption, (2) suggestions for corresponding behaviours, (3) the identification of facilitating and hindering factors, (4) an assemblage of these factors into a theoretical model, and (5) a short discussion of how the model adds up value to the current state of the art in marine resource conservation. Behavioural models significantly contribute to behavioural change research. The originality and value of this research are that it tackles the so far relatively neglected field of sustainable seafood consumption as important part of sustainable development and marine conservation in the future. From an interventional perspective, the developed model facilitates the identification of contact points to approach consumers and disseminate sustainable seafood consumption among modern Western consumers.
Keywords: consumer; psychology; seafood; sustainable.