Publication Date

Fall 2009

Degree Type


Degree Name

Master of Science (MS)


Environmental Studies


Katherine Cushing

Subject Areas

Business Administration, Marketing.; Sustainability.; Agriculture, Fisheries and Aquaculture.


Decades of unsustainable commercial fishing have resulted in depletion of fish stocks, destruction of ocean habitats, and unintended capture and death of fish and marine mammals. In addition, unsustainable aquaculture practices threaten wild species and pollute surrounding natural habitats. In an attempt to combat these adverse impacts, FishWise, a seafood labeling program, was created to encourage consumers at health food stores and gourmet markets in the US to purchase seafood caught or farm raised in a sustainable manner. This study evaluates FishWise to determine its effectiveness in educating consumers about sustainable fishery issues and in influencing purchases of sustainable seafood at two gourmet markets in Sonoma County, California.