可持續水產養殖證書的知覺價值-新加坡案例研究

Abstract

This thesis explores the key issues pertaining to aquaculture and its associated implications on the environment. The notion of leveraging on sustainable aquaculture certifications to incite change in Singapore is investigated based on its ‘perceived value’ amongst key stakeholder groups including the government, NGO’s, farmers, retailers and consumers. The methodology involves decoupling the social and economic perspective of ‘perceived value’, where the former represents the behaviour towards sustainability and the latter its net benefits. The ‘perceived value’ of each stakeholder group, which is attained via semi-structured interviews, is then used to determine the key drivers in a conceptual chain of influence. Interview results showed that stakeholders with a high perceived value of sustainable certifications are those that have a high understanding of sustainability, are proactive in adopting sustainable practices, and derive positive net benefits from certifications. Results from the research also revealed that currently, the key driver in Singapore is WWF, working almost singlehandedly in championing the sustainable seafood movement. There was noticeable absence of government policies supporting sustainable aquaculture, and negligible consumer demand for sustainably certified seafood, implying that more action or forces is needed, to lift Singapore out of its infancy stage – in regards to sustainable seafood consumption and production.