This study aims to investigate consumers' decision-making process for purchasing certified aquaculture products using the theory of the planned behavior (TPB) model. Based on the TPB model, this study empirically examines the relationship among TPB constructs, namely; attitude, social norm, perceived behavioral control, and behavioral intention to purchase sustainably produced products (i.e., Aquaculture Stewardship Council-certified products). Data from a web-based survey conducted through an online survey company (960 usable response samples) are analyzed using structural equation modeling. The results indicate that all latent variables (i.e., attitude, social norm, and perceived behavioral control) positively affect consumers' behavioral intention. More importantly, environmental awareness moderates the relationships between TPB constructs and behavioral intention. In the case of the high awareness group in this study, attitude influences behavioral intention more than social norm does. On the contrary, in the case of the low awareness group, social norm influences behavioral intention more than attitude does.Sustainability 2019, 11, 3840 2 of 18 for sustainable aquaculture is essential in a market-based approach, therefore, consumer research on sustainable aquaculture products is of great importance [3]. Consumer support can be earned through implementing sustainability-related certification systems [9]. The certification systems are a mechanism for transferring value, trust, and reward between producers and consumers.Even though consumer awareness of and support for sustainable aquaculture are an essential factor for implementing sustainable aquaculture, academic research on consumer awareness and attitudes toward sustainable aquaculture have been limited. It is unclear which latent variables affect pro-environmental consumer behavior (e.g., purchasing certified products for sustainable production) and how the environmental awareness of the consumer affects their behavior. Therefore, the author proposes the following research questions so as to fill such research gaps: