Although sustainability and ethics are of increasing public importance, little research has been conducted to reveal its association with fish consumer behavior. Cross-sectional data were collected through a postal self-administered survey (June 2005) from a sample of 381 Flemish women aged 20-50 years. Consumers attach high perceived importance to sustainability and ethics related to fish. However, this perceived importance is neither correlated with fish consumption frequency nor with general attitude toward eating fish. Refusing to eat wild fish is grounded in sustainability and ethical concerns, whereas the decision not to eat farmed fish is associated with a lower expected intrinsic quality rather than shaped by importance attached to sustainability and ethical issues.