Sustainable fishing - How and why to change the industry

Abstract: This thesis aims to investigate what kind of policy measure – financial or informative that can be used to push the market towards a more sustainable fishing industry. Consumer reactions and behavior towards these instruments are of great interest in this study. Financial instruments include taxes, subsides, quotas and grants and the informative instruments include the use of information campaigns. The results of this thesis suggest that the Swedish market for fish and seafood could benefit from an intervention that increase demand and supply of certifed fish and seafood. The commercial fisheries are already using available funds to use more sustainable fishing methods and the majority of the population wants to purchase certified fish and seafood, but lack incentives or the nudge to do so.