Perceptions of aquaculture ecolabels: A multi-stakeholder approach in Nova Scotia, Canada

- Q-methodology was used to explore multiple stakeholder perceptions of aquaculture ecolabels in Nova Scotia, Canada.
- Four main viewpoints on ecolabelling ranged from strongly positive to negative.
- Market benefits were widely recognized; other potential benefits include communicability and improved resource management.
- Concerns over credibility and confusion were prominent challenges.
- Ecolabels communicate different messages to individuals, which can be influenced by existing values, experiences, and priorities.

Ecolabelling is a tool increasingly used to support sustainable aquaculture management across the world. Proponents argue that ecolabels can offer economic benefits, improve transparency of fish farms, and address some of the ecological and socio-economic concerns of intensive marine finfish aquaculture. Exploring how ecolabelling schemes are valued and perceived can help evaluate their potential acceptance, use, and benefits. However, most perception studies explore consumer opinions and demand; few investigate the perceptions of a range of stakeholders at various points in the supply-chain. In this study, Q-methodology was used to explore the perceptions of six aquaculture-related stakeholder groups (fish farming industry, food industry, scientists, management, wild capture fishing industry, and environmental groups) towards ecolabelling of finfish aquaculture in Nova Scotia, Canada. Twenty-five participants sorted and ranked how much they agreed or disagreed with 49 different statements about the potential uptake, benefits, challenges, and influence of ecolabelling within the aquaculture industry. The analysis revealed four defining factors, or shared 'perspectives' which included: the optimist view, the skeptic view, the pragmatist view, and the improver view. Stakeholders agreed on likely market benefits, but also saw confusion and credibility as biggest barriers to successful ecolabelling. Conflicting viewpoints and significant disagreement on the potential for ecolabels to address environmental and socio-economic concerns suggests that labels may not be an effective tool for improving social acceptance. This paper argues that studying perceptions can lead to a better understanding of how ecolabels communicate, identify areas of improvement, and provide insight for their use for sustainable resource management.