Hobbyists' preferences for marine ornamental fish: A discrete choice analysis of ecolabeling and selected product attributes1

The Marine Aquarium Council (MAC) certificationprogram is a means to promote the sustainabilityof marine ornamental fish populations and coralreef ecosystems through market mechanisms.MAC has created a third-party certification pro-gram to assure compliance with standardsdesigned to support sustainability. Certified par-ties, which include collectors, exporters, importersand retailers, can display a label proclaiming theirenvironmentally sound practices for marine orna-mental fish. This program brings together all ele-ments of the production and distribution channelsto accomplish the common goal of resource sus-tainability. This effort became operational in late2001, and by 2002 some certifications were alreadyconferred. The initial scope of the program extendsonly to the collection of fish from the wild, but it isexpected to include aquaculture practices in thefuture. Possible perceived benefits of certificationof cultured specimens could be assurance ofhumane treatment during production, handlingand transit, as well as reduced harvesting pres-sures on wild populations.The ultimate purpose of the MAC ecolabel is toinform consumers (i.e. hobbyists) about reducedenvironmental effects caused by certified activities,and empower them to promote sustainabilitythrough their purchase decisions. According toinformation published by MAC, the most impor-tant objectives of the program are to:• develop core standards to assess marine orna-mental practices;• create a system to verify the implementation ofstandards and certify qualified products andpractices;• provide a framework that allows the industry toconduct responsible collection, handling andtransporting practices as well as to generateaccurate data for the management of marineornamental activities; and• support responsible management through edu-cation and training for industry participants.Three sets of criteria for certification, or “core stan-dards”, have been developed by MAC and areused in assessments by accredited independentcertifiers. The criteria deal with coral reef conser-vation, as well as with the health and sustainabilityof wild fish stocks. The core standards applied inthis program are:•