Consumers are being encouraged to choose sustainable seafood. In particular, eating less‐popular, under‐utilized species is promoted as a more sustainable seafood choice. This message is advocated in the media by a range of different organizations and individuals; however, evidence of greater seafood sustainability as a result of these messages is lacking. We examine current media messaging around sustainable seafood, focussing on the messages to eat more under‐utilized species, in an Australian and international context. We identify six different intended outcomes of these messages, including that eating more under‐utilized species will take pressure off heavily fished stocks, and explore the conditions under which the perceived outcomes would be realized. We use an economic lens and discuss the effect of certain aspects of consumer demand and seafood product substitutability. We propose that in order to take pressure off overfished stocks, the message to consume more under‐utilized species would need to be accompanied by messages to limit or eat less seafood. In addition, the benefits of eating more under‐utilized species as currently promoted are not always achievable and that the outcomes of some messages, if realized, could lead to overfishing of unregulated stocks and a reduction in overall fish supply. While there are many potentially positive social, economic and environmental outcomes of consuming currently under‐utilized species, media messages should encourage consumers to buy a range of seafood, including under‐utilized species, which can be traced back to a well‐managed fishery, rather than promoting under‐utilized species per se.

中文翻译：

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媒体消息消费更多未被充分利用的海产物种是否可靠？

鼓励消费者选择可持续的海鲜。特别是，提倡食用较少受欢迎，利用不足的物种，将其作为更具可持续性的海鲜选择。各种不同的组织和个人在媒体上宣传这一信息；但是，由于这些信息，缺乏海鲜可持续发展的证据。我们在澳大利亚和国际背景下研究了有关可持续海鲜的最新媒体消息，重点关注吃更多未被充分利用的物种的消息。我们确定了这些信息的六个不同预期结果，包括食用更多未充分利用的物种将减轻大量捕鱼资源的压力，并探索实现预期结果的条件。我们从经济角度出发，讨论消费者需求和海鲜产品可替代性某些方面的影响。我们建议，为了减轻过度捕捞种群的压力，需要增加消耗更多未充分利用的物种的信息，以限制或少吃海鲜。此外，并非总能实现目前提倡食用更多未充分利用的物种带来的好处，而且某些信息的结果，如果得以实现，可能会导致过度捕捞不受管制的种群并减少总体鱼类供应。消费目前未充分利用的物种有许多潜在的积极的社会，经济和环境后果，但媒体信息应鼓励消费者购买各种海鲜，包括未充分利用的物种，其起源可以归结为管理良好的渔业，