Environmental Engineering Reference
In-Depth Information
How are people using the Seafood Watch pocket guide?
The 2004 evaluation found that approximately one-third of survey participants had
a previous version of the pocket guide before their Monterey Bay Aquarium visit,
and 68% of these pocket guide holders indicated that they had used the guide. In
follow-up interviews, 91% of consumers who had the pocket guide stated that it had
influenced their awareness or thinking in some way. More than three-quarters of
respondents stated that the pocket guide had influenced their purchasing decisions.
Ninety-eight percent of pocket guide users agreed that it helped them to think more
about what seafood to buy or not to buy in stores or restaurants, and 86% agreed
that it significantly changed their buying habits for the long-term. Pocket guide
holders asked more questions to wait staff and seafood counter staff and checked
more labels. Almost eight in ten respondents said there were seafood products they
would buy less of because of the pocket guide. In terms of impacts on awareness
or thinking, participants commented that the pocket guide helped to educate them,
made them more aware of issues or the status of a particular type of seafood, made
them question where their seafood comes from and how it was caught or verified
their own beliefs on the subject.
In the focus groups, written survey, and telephone follow-up interviews, pocket
guide holders stated that they used the guide to make decisions about what seafood
to buy and what seafood to avoid in stores and restaurants. Participants also used
the guide to educate others, either by telling them about the pocket guide, handing
out the pocket guide, or helping them with their seafood decisions in stores and
restaurants.
While the reported rate of use is probably somewhat inflated due to the sampling
strategy (i.e. Monterey Bay Aquarium visitors who were willing to complete sur-
veys, focus groups and interviews regarding Seafood Watch), there is no question
that a sizeable proportion of consumers who receive the pocket guide are thinking
about its message and are using it to make purchasing decisions.
We also learned that only 38% of pocket guide holders actually carry the cards
in their wallet. Almost 20% keep the cards in their kitchen, 11% in a drawer and
5% keep it in their car or at work. Another 18% could not remember where the
card was. This suggests that consumers are memorising certain information from
the lists and using the guide as a quick reference, and that Seafood Watch should
consider producing a variety of products to meet the needs of this audience.
Are the pocket guides making a difference?
People are using the pocket guide not only to make more sustainable purchases
for themselves and their families, but are promoting the card and its message to
others, so that the impact on consumer behaviour could be exponential (although to
confirm this latter point, future evaluation is to be conducted). Pocket guide holders
reported that they searched for additional information after visiting the aquarium
Search WWH ::
Custom Search