I am a PhD student (part-time) (2017-2022) and also working for the Marine Conservation Society (part-time) as Good Fish Guide Programme Manager. My research interest is in the effectiveness of conservation education tools in motivating pro-environmental behaviours such as purchasing sustainable fish.
An evaluation of the knowledge and use of seafood guides in the UK and their effectiveness in motivating pro-environmental (sustainable) seafood consumption.
Using the Marine Conservation Society’s Good Fish Guide as a case study, this research aims to evaluate the knowledge and use of seafood guides in the UK, their effectiveness in motivating pro-environmental or sustainable seafood consumption and thus their value as conservation and educational tools. The purchasing of sustainable fish and how it’s purchase might be influenced through use of the guide will be considered in the wider context of ethical consumer behaviour.