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Beyond GreenwashExplaining Credibility in Transnational Eco-Labeling$
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Hamish van der Ven

Print publication date: 2019

Print ISBN-13: 9780190866006

Published to Oxford Scholarship Online: April 2019

DOI: 10.1093/oso/9780190866006.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 05 August 2021

Credibility in Sustainable Aquaculture Eco-Labeling

Credibility in Sustainable Aquaculture Eco-Labeling

(p.81) Chapter 4 Credibility in Sustainable Aquaculture Eco-Labeling
Beyond Greenwash

Hamish van der Ven

Oxford University Press

This chapter tests the aiming big hypothesis by tracing the origin and evolution of four eco-labeling organizations in sustainable aquaculture: the Aquaculture Stewardship Council (ASC), Best Aquaculture Practices (BAP), Friend of the Sea (FOS), and Naturland. The chapter argues that stronger adherence to best practices in the ASC and BAP programs is a direct result of their decision to target large multinational retailers for certification. Conversely, the comparatively poor performance of the other two eco-labeling organizations can be traced to their decisions to target smaller firms in domestic markets. The chapter uses comparative case studies and within-case process tracing to reveal how decisions about who to target for certification impacted best practice adherence through the causal mechanisms outlined in chapter 3. The four cases analyzed in this chapter cast further doubt on alternate theories of credibility, such as the relevance of ownership or geographic location to credibility.

Keywords:   sustainable aquaculture, blue revolution, eco-label, farmed fish, Aquaculture Stewardship Council, Best Aquaculture Practices, Friend of the Sea, Naturland, sustainable seafood, sustainability standard

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