Eating fish and seafood is integral to the Baltic Sea region's food culture. Overfishing, pollution, and seabed destruction have made the Baltic Sea one of the world's most overexploited and polluted seas. The governments of the nine surrounding countries are collaborating to minimize all forms of impact to ensure the equitable management of this nurturing ecosystem, now vulnerable. However, it will take more than restoration and preservation projects to ensure its health. Indeed, institutions need to understand and integrate into their action plans the factors influencing seafood consumers to steer their choices towards more sustainable, environmentally-friendly fishing and recreate a link between the consumer and his or her plate. Based on a holistic approach, the study aimed to determine preferences and factors influencing consumer behavior. The study was carried out via an online survey in the winter of 2023. The following aspects were collected: socio-demographic characteristics, frequency of consumption, species consumed, most important factors at the time of purchase, and the importance of the environment and traditions in their consumption choices. The survey was shared with universities, youth networks, associations, and personal and professional circles in all Baltic Sea countries. Descriptive statistics in tables and graphs were used to analyze the responses. Text analysis was used to summarize participants' comments. The median was calculated to establish the distribution and central value of participants' responses, who ranked 12 factors according to their degree of importance when making a purchase. Taste, product origin, and sustainable labels are the factors most participants consider when making a purchase. Tradition and local production ranked last. In conclusion, this study has covered the factors and preferences influencing consumer choice regarding fish and seafood. The patterns observed in the sample were similar to other larger-scale studies or European reports. Participants' age influenced their consumption frequency. Regarding taste, the product's origin and sustainable labels were the most often considered when purchasing. Traditions, although not considered at the time of purchase, influenced respondents’ fish and seafood consumption. Social factors often explain the sensory-affective motivational dimension or beliefs linked to consumption. A global understanding of consumers could guide institutions to strengthen their communication strategies. With more precise, practical, and consumer-targeted strategies, the Baltic Sea countries will ensure a collective sense of sustainable purchasing and eating and achieve the UN SDGs 12 and 14. / The Blue Food project