A national labelling scheme recognising the environmental quality for seafood products is still expected in France. Announced by the Grenelle law of 2009, the by-law setting a public ecolabel has only been adopted on January 27th 2012. In the meantime, several private initiatives have already emerged. In this paper, the factors influencing the consumers’ perceptions for seafood eco-labels are analysed on the basis of a survey carried out on more than 900 consumers. Our results show a higher preference from young and educated citizens. The production process and marketing characteristics such as the attention paid to the geographical origin of seafood products, their farmed or wild origin, the fishing technique and the exploitation level of natural stocks, strengthen the preference for eco-labels
