Understanding sustainable seafood consumption behavior: an examination of the Ocean Wise (OW) initiative in British Columbia

Sustainable seafood labeling programs have been developed as one of several efforts to address the current dire trends in fish stocks. The Ocean Wise (OW) program, started at the Vancouver Aquarium ( Canada), works with restaurateurs and suppliers to simplify sustainable purchasing decisions. By aiding restaurateurs with responsible purchasing, OW hopes to shift demand to sustainable seafood products. OW has grown in numbers and spread across Canada quickly; we examine the factors associated with individual and organizational decisions to participate in the program, including personal, business, and program-related factors. These factors were examined in relation to OW membership by Vancouver restaurateurs. Results show that restaurateurs with greater knowledge of seafood issues and restaurants with greater commitment to a range of green initiatives are more likely to participate in the OW program. By focusing efforts on education and incorporating a range of green values into marketing, OW can maximize their limited resources to grow membership.