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According to  Bronnmann et al. (2021), consumers also experience a "warm glow" benefit from choosing eco-labelled products, which gives them a sense of personal satisfaction or fulfillment. This private benefit, although not a justification for public intervention, plays a role in consumer decision-making.

Signes et al. (2023) suggest that consumers' choice of eco-labelled seafood is influenced by altruism, information demand, and awareness. Altruistic values, reflecting individuals' concerns about social and environmental issues, significantly shape pro-environmental behaviors among seafood consumers. The demand for information about eco-labels and sustainable seafood products positively impacts consumers' choices. Providing consumers with such information can influence their purchasing decisions. Additionally, altruistic consumers who are more aware of fishery overexploitation, environmental concerns, and the significance of eco-labels are more likely to be interested in and willing to pay for sustainable seafood products.