The Greenpeace Seafood Markets Campaign: A Case Study in Applying Theories of Cooperation

The decline in global fish stocks and the continued pressure on remaining populations from overfishing is a serious problem that is increasingly recognized by seafood consumers.  Yet due to the complexity of fisheries issues and inadequate labeling, even informed and well-meaning consumers are often unable to make sustainable choices.  Greenpeace is placing the onus on supermarkets to ensure that all the seafood they sell is sustainable.  In over ten countries, Greenpeace is holding retailers accountable by publishing an assessment of the companies' seafood products and policies.  Competition for recognition has driven progress near the top of the ranking, and desire to avoid shaming has driven progress near the bottom.  Changes made by retailers have influenced actions of fisheries and policy makers, demonstrating that reputation can play an important role in encouraging cooperation and conserving the global commons.