In 1995, SeaWeb undertook the first-ever comprehensive examination of U.S. public attitudes toward ocean conservation. Our roots in communications and use of social marketing have yielded a commitment to public opinion research resulting in a decade of vigorous research and analysis of ocean attitudes.

The objectives of this public opinion research are twofold. First, we provide decision-makers and media with guidance on the issues that matter to the public. We also provide conservation organizations with strategies that effectively engage the public and increase concern for the health and protection of our ocean.

The following is an overview of SeaWeb’s public opinion research studies. For more information, please contact SeaWeb.

The European Consumer and Sustainable Seafood Choices (February and March 2005)
A follow-up to research conducted about Americans' opinions on seafood, this survey sought to understand the knowledge, motivation, and behavior of European seafood consumers when it came to issues surrounding seafood and the ocean. People in Germany, Spain, and the UK were polled.

European Seafood Professionals and Environmentally-Responsible Seafood (February and March 2005)
This study examines the attitudes of seafood professionals when it comes to sustainable seafood, as well as their power in the seafood industry and potential influence on the seafood consumption of consumers.

The Marketplace for Sustainable Seafood (June 2003)
This report draws together known information on the US seafood market and fisheries, combined with research on consumers’ and food professionals’ attitudes towards seafood. Results show that while few Americans are knowledgeable about where their seafood comes from and the consequences of eating it, a significant number would be willing to support more sustainable options if they became available.

Public Knowledge and Attitudes About Coral Reefs: Results of a National Survey (June 2002)
This was the first nationwide public survey conducted on coral reef issues. The report finds that although Americans feel they know little about coral reefs, they are concerned about reef health and are willing to take action to protect reefs.

Support for Fully Protected Ocean Areas in California (February 2002)
This survey questioned 1,000 voters in California on their perception of ocean health and attitudes toward fully-protected ocean areas. A major finding of this study was that there is widespread support for fully-protected areas, with a majority favoring them in each region. This held true even when respondents were told it may mean loss of public access to parts of the ocean.

Public Attitudes toward National Marine Sanctuaries and Ocean Protected Areas (November 1999)
This was a national survey of 800 adult Americans with an additional 250 interviews among those living in coastal states regarding their attitudes towards marine sanctuaries. The survey suggests that there is broad support for increased protection of ocean habitats. Nine major conclusions were drawn from the survey, including individual perceptions of topics such as pollution, coastal versus deep ocean areas, and the effectiveness of current regulations.

American’s Ocean Attitudes: Presentation of Findings from Focus Groups and a National Survey (June 1996)
This study examined the perceptions Americans have about the present state of our oceans and how we should protect them. Different strategies for educating and involving the public are explored.