Packaging is essential to protect food, inform consumers, and avoid food waste, yet it can also contribute to the environmental footprint of products. Recycling waste treatment potentially provides more environmental benefits than other options (e.g., landfill), but only 66 % of packaging waste goes to recycling in the European Union. However, the prevention of packaging production with greater reuse, while extending the lifetime or improving packaging design should be firstly encouraged. This highlights the need to assess the willingness of consumers in reducing the environmental impact of seafood products from packaging. An online questionnaire was conducted in three countries (Portugal, Spain, and Ireland), composed of four sections: (i) seafood consumption, (ii) waste separation to be sent recycling, (iii) willingness to purchase seafood products with packaging designed to reduce environmental impact, and (iv) sociodemographic characteristics. Findings revealed that respondents from Spain and Portugal reported a slightly higher frequency of waste sent to recycle compared to Ireland. Irish respondents appear to have more difficulties about the type of plastic materials that can be sent to recycling due to Irish waste management capabilities; whereas Spanish and Portuguese respondents were not fully aware that packaging does not need to be washed prior to recycling. The most popular alternatives to improve the sustainability of seafood packaging were the use of reusable packaging, compostable packaging material, glass jars for canned seafood instead of cans, and intelligent packaging. Most respondents were willing to pay more for seafood products that use more sustainable packaging (62 % for Spain, 68 % for Ireland, 70 % for Portugal) and half of the respondents intimated that they avoid seafood products due to excessive packaging. With more detailed information on the waste management of packaging, seafood consumers could actively contribute with their attitudes where commensurate changes can improve environmental assessment of seafood.