The sustainable seafood movement: bringing together supply, demand, and governance of capture fisheries in the U.S. and U.K. to achieve sustainability

The Sustainable Seafood Movement's "theory of change" is predicated on using markets to improve the supply of, demand for and governance of sustainable fisheries. Over four articles, this thesis will examine the implications of this approach. Article I evaluates the cultural model of seafood eco-labelling and demonstrates that while the theory of using market demand to motivate fishery improvements has been a powerful incentive, consumers have had a minimal role in incentivising that change. This is validated through semi-structured consumer interviews and structured surveys (n=196), which indicate consumersâ general understanding of sustainability issues. Article II examines the roles of actors in the Sustainable Seafood Movement in facilitating the growth of sustainable seafood products in the supply chain, thus explaining how in the absence of large consumer demand, certified sustainable seafood product offerings have continued to grow. Article III examines the private governance mechanisms that the Sustainable Seafood Movement has established in the supply chain and how these are rivalling, complementing and substituting those of state-led fisheries governance mechanisms. At the same time both private and public governance mechanisms continue to monopolise certain spaces, such as flag state authority. Greater coordination between these two governance systems is needed to facilitate additional sustainability gains and strengthen the resilience of these governance systems. When public and private governance efforts to improve the supply, demand and governance of sustainable seafood are looked as whole, as in Article IV, it is evident that consumers/citizens are minimally engaged. Lack of consumer/citizen engagement could lead to an undervaluing of these governance systems by society. Civic engagement organizations are needed to bridge these systems and facilitate citizen/consumer/steward engagement. Public accountability mechanisms are one means to better engage the public in both governance systems, so that sustainable fisheries are realised by collective engagement of all actors.