An evaluation of the effectiveness of the Marine Conservation Society’s Good Fish Guide in motivating sustainable seafood purchasing behaviour in the UK

Clarke, Bernadette 2023. An evaluation of the effectiveness of the Marine Conservation Society’s Good Fish Guide in motivating sustainable seafood purchasing behaviour in the UK. PhD Thesis, Cardiff University. Item availability restricted.

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Abstract

In response to the numerous pressures facing marine fisheries globally, seafood guides, a component of the sustainable seafood movement (SSM), have evolved. Using the Marine Conservation Society’s (MCS’s) Good Fish Guide (GFG) as a case study, this research aims to 1) evaluate knowledge, understanding and use of the MCS GFG in the UK; and 2) conceptualise motivation for purchasing sustainable seafood by identifying potential drivers for using the Guide and an appropriate framework for examining them. Following a comprehensive review of existing concepts and models of behaviour change, the Theory of Planned Behaviour (TPB) was selected as a framework for investigating drivers for using the MCS GFG to purchase sustainable seafood. Adopting a mixed methods approach, a public questionnaire (n=2409) and interviews with stakeholders (n=49), data were collected on perceptions towards seafood sustainability guides. Analysis showed that, although stakeholder awareness of the MCS GFG was high, public awareness was relatively low with most respondents indicating this study was the first time they had seen or heard of the Guide. Findings suggest the MCS GFG is regarded by stakeholders as having a significant but indirect effect on the seafood choices the public are making. The direct influence of the Guide, however, was unimportant. Barriers for the public using the Guide included a lack of seafood sustainability knowledge and an absence of information. In general, the study found widespread public agreement regarding individual responsibility for making the right seafood choices. Findings also suggest Guide users may be driven by factors relating to their perception of seafood as a more sustainable source of animal protein and a tendency towards consuming fish. The study concludes that the MCS GFG has had some limited impact on the sustainability of seafood purchasing in the UK. However, its potential is not being maximised. Drawing on insights from the research, this study highlights several opportunities and recommendations for the MCS GFG to more actively engage with a wider audience to increase diversity amongst Guide users and its accessibility to all sectors of society.

Item Type:	Thesis (PhD)
Date Type:	Completion
Status:	Unpublished
Schools:	Earth and Environmental Sciences
Date of First Compliant Deposit:	23 April 2024
Last Modified:	23 Apr 2024 14:09
URI:	https://orca.cardiff.ac.uk/id/eprint/167984

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