Abstract

Since the global commercial fishing industry adopted large-scale, industrial level fishing techniques and technology in the 1970s, a majority of global fish stocks have been overfished or are subject to overfishing. Although there has been many positive steps taken by national governments and multinational regulatory bodies to combat overfishing of target species and non-target species, regulatory policy has proven a timely and expensive process in making the global fishing industry more sustainable. As with many other environmental issues, a market based approach is necessary in helping expedite change. Consumers hold significant clout in driving demand that places positive pressure on commercial fisheries and the bodies regulating them to instill more sustainable fishing practices. Unfortunately, quality, price, and geography, not sustainability, are currently the major drivers in purchasing behavior among consumers. The majority of consumers don’t understand how the seafood products they purchase violate their concerns regarding marine sustainability. Awareness and sustainable seafood marketing campaigns should increase their focus on educating the consumer more on the specific reasons behind why certain products are sustainable (or unsustainable), e.g. how gear types affect target and non-target species. Presenting the consumer with this sort of information will aid in creating a strong post-exposure preference that influences purchasing behavior.

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