European consumers may love seafood, but they also happen to be quite bad at identifying it. In a study where we asked 720 people from six European countries to identify six commonly consumed commercial fish species, the consumers correctly identified on average about two out of the six species presented. Spanish respondents performed best, with an average accuracy score of 38% whereas UK respondents performed the worst with an average accuracy score of 18%. Here we argue that more knowledgeable consumers would also likely be more aware and responsible in their eating habits and would be able to exercise more informed purchasing choices.

To test yourself, read our Conversation article here:

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