Seafood Ecolabels: For Whom and to What Purpose?

Ecolabelling is regarded as an important tool used as a means of promoting sustainable fisheries around the world, as they provide consumers with the opportunity to exercise a choice between different seafood products and producers, and encourage the purchase of ecologically sustainable products. Consumers are generally considered to be the main drivers behind ecolabels, as they are the end buyers of the products; however, there is very little existing peer reviewed research supporting this idea. This paper seeks to address the question of who is responsible for the market drive of seafood ecolabels. Through the examination of issues surrounding seafood ecolabels, this paper argues that the initiation and proliferation of ecolabels was a result of the interaction between non-government organizations, producers, purchasers and retailers, as the labels act as a useful insurance policy and marketing tool.