Abstract Small‐scale fisheries are an important livelihood and primary protein source for coastal communities in many of the poorest regions in the world, yet many are overfished and thus require effective and scalable management solutions. Positive ecological and socioeconomic responses to management typically lag behind immediate costs borne by fishers from fishing pressure reductions necessary for fisheries recovery. These short‐term costs challenge the long‐term success of these interventions. However, social marketing may increase perceptions of management benefits before ecological and socioeconomic benefits are fully realized, driving new social norms and ultimately long‐term sustainable behavior change. By conducting underwater visual surveys to quantify ecological conditions and by conducting household surveys with community members to quantify their perceptions of management support and socioeconomic conditions, we assessed the impact of a standardized small‐scale fisheries management intervention that was implemented across 41 sites in Brazil, Indonesia, and the Philippines. The intervention combines TURF reserves (community‐based territorial use rights for fishing coupled with no‐take marine reserves) with locally tailored social‐marketing behavior change campaigns. Leveraging data across 22 indicators and 4 survey types, along with data from 3 control sites, we found that ecological and socioeconomic impacts varied and that communities supported the intervention and were already changing their fishing practices. These results suggest that communities were developing new social norms and fishing more sustainably before long‐term ecological and socioeconomic benefits of fisheries management materialized.

中文翻译：

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通过行为改变干预促进可持续渔业管理

摘要 小规模渔业是世界上许多最贫困地区沿海社区的重要生计和主要蛋白质来源，但许多渔业被过度捕捞，因此需要有效和可扩展的管理解决方案。对管理的积极生态和社会经济反应通常落后于渔民因渔业恢复所需的捕捞压力降低而承担的直接成本。这些短期成本挑战了这些干预措施的长期成功。然而，在生态和社会经济效益完全实现之前，社会营销可能会增加对管理效益的认知，推动新的社会规范并最终推动长期可持续的行为改变。通过进行水下视觉调查来量化生态条件，并通过与社区成员进行家庭调查来量化他们对管理支持和社会经济条件的看法，我们评估了在巴西 41 个地点实施的标准化小规模渔业管理干预措施的影响，印度尼西亚、菲律宾。该干预措施将 TURF 保护区（基于社区的捕鱼领土使用权加上禁捕海洋保护区）与当地定制的社会营销行为改变运动相结合。利用 22 项指标和 4 种调查类型的数据以及来自 3 个控制地点的数据，我们发现生态和社会经济影响各不相同，社区支持干预并已经在改变他们的捕捞方式。