Kemmerly Jennifer Dianto, Macfarlane Victoria
Monterey Bay Aquarium, Monterey, California 93940, USA.
Zoo Biol. 2009 Sep;28(5):398-411. doi: 10.1002/zoo.20193.
Monterey Bay Aquarium launched the Seafood Watch program in 2000. The program's Seafood Watch pocket guide is a simple tool that visitors can use to identify seafood from environmentally responsible sources. Since its inception, more than 2 million pocket guides have been distributed to Monterey Bay Aquarium visitors and 20 million have been distributed through partnerships across the United States. Partner institutions such as aquariums, conservation organizations, and businesses also conduct outreach and are working to influence their local seafood purveyors. An evaluation conducted in 2003 and 2004 assessed the program's strategies for increasing awareness and shifting consumer buying habits as they relate to sustainable seafood, including use of the pocket guide. Visitors who picked up pocket guides were surveyed immediately after their aquarium visit, and again four months later. The evaluation found that most visitors continued to use the guides and had changed their seafood buying habits in several respects. Those interviewed also reported some barriers to using the guides. The elements that appear to be critical to the success of the strategy with respect to changing consumer purchasing habits include: a focused distribution approach; providing credible and specific information on problems and solutions to increase action-related knowledge; providing a trigger or prompt that is available at the time of purchase; and reducing barriers to action, at the point of action, by working with seafood purveyors and the broader sustainable seafood movement to increase knowledge and available options. In response to the evaluation, Seafood Watch has strengthened these elements and expanded to help meet the needs of the broader sustainable seafood movement. A process of strategic planning, evaluation, cooperation among partners, and adaptability to the movement's natural evolution has proven to be critical to the program's success in contributing to the development of a marketplace for sustainable seafood.
蒙特雷湾水族馆于2000年推出了海鲜观察项目。该项目的海鲜观察袖珍指南是一个简单的工具，游客可以用它来识别来自环境友好型来源的海鲜。自项目启动以来，已向蒙特雷湾水族馆的游客发放了200多万本袖珍指南，并通过与美国各地的合作伙伴关系发放了2000万本。水族馆、保护组织和企业等合作伙伴机构也开展宣传活动，并努力影响当地的海鲜供应商。2003年和2004年进行的一项评估，对该项目提高人们对可持续海鲜的认识以及改变消费者购买习惯的策略进行了评估，包括袖珍指南的使用情况。领取袖珍指南的游客在参观水族馆后立即接受调查，四个月后再次接受调查。评估发现，大多数游客继续使用这些指南，并在几个方面改变了他们的海鲜购买习惯。接受采访的人还报告了使用指南时遇到的一些障碍。就改变消费者购买习惯而言，对该策略的成功似乎至关重要的因素包括：有针对性的分发方式；提供关于问题和解决方案的可靠且具体的信息，以增加与行动相关的知识；在购买时提供一个触发因素或提示；通过与海鲜供应商及更广泛的可持续海鲜运动合作，在行动点减少行动障碍，以增加知识和可用选择。针对评估结果，海鲜观察项目强化了这些要素，并进行了扩展，以帮助满足更广泛的可持续海鲜运动的需求。事实证明，战略规划、评估、合作伙伴之间的合作以及适应该运动自然发展的过程，对于该项目在推动可持续海鲜市场发展方面取得成功至关重要。
