"What? That doesn't even add up. 4/10+6/10+3/10=FAIL."
They're not supposed to add up. Read what I wrote.
4/10 Monster Fishkeepers would avoid or not change their shopping habits in order to go to a store that demonstrates Responsible Practices = (response 3 + 4)
6/10 would go out of their way to shop at such a store = (response 1 + 2)
But only 3/10 would pay a little more (e.g $5.50 vs. $5.00) for a fish from a store that demonstrates responsible practices instead of buying a fish from a store that doesn't commit to responsible practices = (response 1 only)
They're not supposed to add up. Read what I wrote.

4/10 Monster Fishkeepers would avoid or not change their shopping habits in order to go to a store that demonstrates Responsible Practices = (response 3 + 4)
6/10 would go out of their way to shop at such a store = (response 1 + 2)
But only 3/10 would pay a little more (e.g $5.50 vs. $5.00) for a fish from a store that demonstrates responsible practices instead of buying a fish from a store that doesn't commit to responsible practices = (response 1 only)