Fisheries and social marketing: Can behavioural insights shape sustainable practices?

Abstract

This review explores how social marketing and behavioural science contribute to advancing sustainable practices in fisheries and aquaculture. Through thematic analysis of existing literature, six major areas are examined: social marketing for environmental behaviour, behavioural nudges for compliance, fish consumption behaviour, community-based social marketing (CBSM), adoption of certifications and innovations, and behavioural responses to climate change and marine pollution. The review highlights that interventions based on behavioural theories—such as the Theory of Planned Behaviour and nudging—are more effective when integrated with regulatory frameworks, education, or participatory governance. Social marketing and CBSM approaches enable targeted, community-specific behaviour change, while the success of certification schemes depends on internalising sustainability rather than fulfilling formal criteria. Although behavioural strategies show promise, gaps remain in long-term impact evaluation and policy integration. The present review supports the potential of behaviorally-informed interventions to manage fisheries and ecosystems sustainably.