Fostering sustainable behaviours in community-based co-managed fisheries

This paper examines the use of community-based social marketing (CBSM) techniques to encourage more sustainable behaviors within community-based co-managed (CBCM) fisheries. An overview of the CBSM theory and practice is provided along with an evaluation of how CBSM has been successfully used to foster sustainable behaviors in other analogous resource management sectors (e.g., agriculture). It is argued that CBSM is highly conducive to CBCM fisheries arrangements due to the shared goals of stakeholder participation and empowerment and that, currently, CBSM has been overlooked as a tool for fostering more sustainable behaviors, particularly in the case of CBCM fisheries.