A large majority of consumers in Singapore and Malaysia say buying sustainable seafood is important to them, but poor labelling and limited retailer commitment are preventing shoppers from making informed choices, research from eco-certifier Marine Stewardship Council (MSC) suggests.
According to a YouGov survey commissioned by MSC, 85 per cent of Malaysians and 74 per cent of Singaporeans say the sustainability of their seafood matters. Yet 63 per cent of Malaysian respondents and 58 per cent of Singapore respondents said they have never noticed an eco-label on seafood products, despite actively looking for sustainable options.
Recognition of the MSC’s own blue ecolabel remains low at 21 per cent in Singapore. No data was shared on label awareness in Malaysia.
The study was conducted from 15–19 January 2026, and polled 1,007 adults in Singapore and 1,003 in Malaysia.
The findings come as seafood consumption typically spikes during Chinese New Year. Malaysia already consumes more than double the global average – 49 kilograms per capita compared with 21 kilograms globally – while Singapore imports nearly all of its seafood, making traceability and certification key to consumer confidence. In Singapore, traceability is severely lacking in the seafood supply chain, experts say.
The survey also points to differing expectations across the two markets. In Malaysia, where fishing is still a major coastal livelihood, three-quarters of respondents believe local fishers need more support and resources to operate responsibly. In Singapore, where sustainability assurances rest largely with retailers and regulators, 55 per cent of consumers cited government standards and 54 per cent cited clearer origin information as critical trust factors.
While consumers show a relatively strong understanding of what sustainable seafood is supposed to mean – associating it with well-managed fisheries and clear harvest rules – many say they cannot act on their preferences. Just over half of Singaporeans (52 per cent) believe supermarkets should commit to sustainable sourcing, and 38 per cent say they are willing to pay more for certified seafood.
MSC is using the findings to call on retailers to increase the availability and visibility of sustainably sourced seafood during the festive season.
The organisation, which certifies about 20 per cent of the global marine fish catch as sustainable, has received criticism in recent years for certifying large-scale industrial fisheries with high bycatch rates and questionable sustainability standards. Critics argue that MSC’s “blue tick” label encourages greenwashing, as the MSC’s funding relies on royalties from industry, and question whether any fishery can be fairly labelled as ‘sustainable’.
Commenting on MSC’s survey findings, marine biologist Naomi Clark-Shen said that while it is good news that most consumers believe that more sustainable food systems are important, the fact that only 38 per cent say they are willing to pay more for ‘sustainable’ seafood “speaks to the pervasive discrepancy between talk and action” – particularly as seafood labelled as ‘sustainable’ is often more expensive.
Clark-Shen added that commercial fishing fleets are difficult to monitor and regulate, and seafood sustainability is a nuanced and debated concept. “Consumers and retailers should excercise caution with all seafood sold and consumed and ultimately aim to reduce consumption altogether, as fishing remains the biggest threat to the ocean,” she told Eco-Business.
Elliott Ong, co-founder of seafood sustainability advocacy group Pasar Fish, said that while he agreed with the study finding that the average Singaporean cares about seafood sustainability, the availability of sustainable seafood choices and the higher price associated with them is “still a major barrier” to more responsible consumption.
While some Singaporeans are willing to pay more for sustainable seafood, sustainability alone will not move the needle – freshness and health credentials are bigger factors, he said. “The average Singaporean seafood buyer is increasingly conscious about the adverse effects of bioaccumulated toxins in wild fish and the heavy use of antibiotics in farmed fish,” said Ong.
