The Sustainable Seafood Movement Is a Governance Concert, with the Audience Playing a Key Role

Private standards, including ecolabels, have been posed as a governance solution for the global fisheries crisis. The conventional logic is that ecolabels meet consumer demand for certified “sustainable” seafood, with “good” players rewarded with price premiums or market share and “bad” players punished by reduced sales. Empirically, however, in the markets where ecolabeling has taken hold, retailers and brands—rather than consumers—are...