This paper studies consumers motives for choosing organic and sustainable seafood and related determinants in five European countries, focusing on roles of salient beliefs on the product attributes, production process, and labelling scheme in determining the motives. The study confirms that salient beliefs on product, production process, and the benefit of related labels are significant determinants of organic and sustainable motive. Further, the study found the organic motive is determined significantly more by perception on specific seafood attributes than the beliefs on the benefits of the health claims. In a contrast, sustainability motive is driven more by beliefs on the benefit of the label than the perception of the production process. The findings suggest marketing and labelling program for increasing health motive should emphasize on specific product attribute,