not sure if anyone has seen this yet. Just skimmed through it.
http://purl.fcla.edu/fcla/etd/UFE0007021
Abstract:
This study presents the analysis of preferences for selected fish attributes (including the use of an ecolabel) by avid marine aquarium hobbyists for two saltwater ornamental fish and socio-demographic and attitudinal characteristics. The fish attributes included price, source (wild or tank bred), length of post-sale survival guarantee, and whether the fish was ecolabelled as certified by the Marine Aquarium Councill (MAC). The fish were species commonly known to be harvested from areas with a reputation for ecosystem damage during collection (i.e., the maroon clownfish from the Philippines and the blue-faced angelfish from Indonesia). Two discrete choice experiments and the assessment of aquaria characteristics and respondents’ opinions, attitudes and demographics were implemented through an Internet-based questionnaire. Respondents were solicited during a week in February 2004 from several Internet bulletin boards and discussion lists to attract hobbyists that were most likely to be familiar with the MAC. Respondents represent a very homogeneous group, with above average levels of education, annual income, and concern about coral reefs and wild stocks protection. Half of them were not familiar with the MAC environmental certification program and a large majority preferred tank-cultured over any wild caught organism, including a certified one, in order to avoid harmful ecosystem effects associated with its capture.
Probit analyses revealed price to be only a secondary factor influencing purchase behavior. MAC certification was considered mainly as a weak substitute for competing attributes, such as an extended survival guarantee and tank culture, showing even negative effects on the likelihood to purchase. Only an increased knowledge of the MAC program, mainly at an intermediate level, and a strong association of the MAC ecolabel with effective conservation of reef habitats and wild stocks were likely to positively influence the likelihood of purchasing a MAC certified fish.
Focusing efforts on improving the credibility of the program, not only of coral reef protection but also sustainability of fish stocks, and efficient post-harvest activities (i.e., improved handling, holding and transportation) could be successful in improving preferences for a MAC ecolabel. The high level of involvement with large Internet bulletin boards and discussion lists, and the secondary role of price on purchase decisions of this hobbyist segment suggest an opportunity for increasing the effectiveness of future educational and promotional efforts by the MAC at relatively low cost.
andy
http://purl.fcla.edu/fcla/etd/UFE0007021
Abstract:
This study presents the analysis of preferences for selected fish attributes (including the use of an ecolabel) by avid marine aquarium hobbyists for two saltwater ornamental fish and socio-demographic and attitudinal characteristics. The fish attributes included price, source (wild or tank bred), length of post-sale survival guarantee, and whether the fish was ecolabelled as certified by the Marine Aquarium Councill (MAC). The fish were species commonly known to be harvested from areas with a reputation for ecosystem damage during collection (i.e., the maroon clownfish from the Philippines and the blue-faced angelfish from Indonesia). Two discrete choice experiments and the assessment of aquaria characteristics and respondents’ opinions, attitudes and demographics were implemented through an Internet-based questionnaire. Respondents were solicited during a week in February 2004 from several Internet bulletin boards and discussion lists to attract hobbyists that were most likely to be familiar with the MAC. Respondents represent a very homogeneous group, with above average levels of education, annual income, and concern about coral reefs and wild stocks protection. Half of them were not familiar with the MAC environmental certification program and a large majority preferred tank-cultured over any wild caught organism, including a certified one, in order to avoid harmful ecosystem effects associated with its capture.
Probit analyses revealed price to be only a secondary factor influencing purchase behavior. MAC certification was considered mainly as a weak substitute for competing attributes, such as an extended survival guarantee and tank culture, showing even negative effects on the likelihood to purchase. Only an increased knowledge of the MAC program, mainly at an intermediate level, and a strong association of the MAC ecolabel with effective conservation of reef habitats and wild stocks were likely to positively influence the likelihood of purchasing a MAC certified fish.
Focusing efforts on improving the credibility of the program, not only of coral reef protection but also sustainability of fish stocks, and efficient post-harvest activities (i.e., improved handling, holding and transportation) could be successful in improving preferences for a MAC ecolabel. The high level of involvement with large Internet bulletin boards and discussion lists, and the secondary role of price on purchase decisions of this hobbyist segment suggest an opportunity for increasing the effectiveness of future educational and promotional efforts by the MAC at relatively low cost.
andy
