Date of Award

2012

Document Type

Thesis

Degree Name

Bachelors

Department

Natural Sciences

First Advisor

Gilchrist, Sandra

Keywords

Sustainable Seafood, Ecolabels, Seafood Fraud

Area of Concentration

Environmental Issues

Abstract

Technological developments in the fisheries sector allow fishing fleets to extract greater quantities of fish than ever before. To expand their allowable catch limits, some fisheries choose to evade regulatory efforts intended to protect marine stocks by illegally harvesting fish, causing further exploitation of the world's finite marine resources. To reduce the frequency of illegal, underreported, and unregulated fishing, fisheries can undergo sustainable certification, which verifies to consumers that the product was not harvested using harmful fishing practices. Consumers and harvesters benefit from the consumer's increased knowledge of sustainable alternatives can lead to support for eco-labeled products. Through social marketing, one can understand the perceptions of the consumer as they evaluate the benefits of supporting sustainable seafood products. The primary investigator developed a survey to aptly gauge this process, the results of which are in this paper. The focal species of the investigation was the Atlantic Striped Bass, Morone saxatilis.

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