Environmental Engineering Reference
In-Depth Information
and retailers were asked about their knowledge of issues around fishing and fish
farming, those who knew more about Seafood Watch were more familiar with
the issues. Those without familiarity of Seafood Watch knew 'hardly anything' or
'nothing at all' about the issues. Several businesses were making efforts to inform
and educate people within their organisation in order to change corporate policy
towards sustainable sources of seafood.
In considering transition towards purchasing sustainable seafood, 42% of the
restaurants and retailers surveyed mentioned cost as the main barrier. The second
most commonly identified barrier was a lack of consumer education or conscious-
ness, placing a burden on the restaurant or retailers not only to find sustainable
sources, but also to educate customers about its worth and create a market. Lack
of availability and convenience was mentioned particularly for wild-caught salmon
and sustainable sources of shrimp. When asked if there were any obstacles or barri-
ers that kept them from offering sustainable seafood, almost a quarter of the samples
were unaware of barriers because they either served sustainable seafood all the time
or did not know enough about sustainable seafood to be able to make a judgement.
Despite these encouraging signals, it is difficult to assess whether the pocket
guides are affecting overall sales of seafood since there are many factors involved
in the seafood trade, including natural events, market trends, trade barriers, etc.
Several interviewees from our group of experts and partners suggest that significant
changes in markets, and ultimately fishing and fish farming practices, will not occur
by changing consumer behaviour alone, but that these efforts need to be coupled
with efforts aimed at changing government policy and at changing the practices
of large suppliers (including food service, restaurants and retailers). This finding
further supports the recommendations of the evaluation of the larger sustainable
seafood movement (Bridgespan 2005).
17.9.2
Implications for the future of Seafood Watch
The literature review segment of the Seafood Watch evaluation suggests that while
most Americans are environmentally consciousness and committed, those attitudes
and values do not always translate into responsible purchasing behaviour. So-
cial marketing research has provided several useful recommendations for Seafood
Watch.
Green consumers are more likely to respond to the extent they think they know
the issues and reasons for changing their behaviour. Although the pocket guides are
helpful, additional facts should be provided. In response to this feedback, Seafood
Watch created more marketing materials about seafood on the 'avoid' list, a Seafood
Watch training programme (available on a DVD or online), and made substantial
improvements to the content and accessibility of our internet resources. Outreach
staff launched the Seafood Advocates programme and coordinate regular educa-
tional presentations for consumers, restaurants, retailers and other food service
entities.
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