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The elements of a consumer-based initiative in contributing to positive environmental change: Monterey Bay Aquarium's Seafood Watch program.

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.