Abstract. There has been a growing interest in recent years in the potential use of product differentiation (through eco-type labelling) as a means of promoting and rewarding the sustainable management and exploitation of fish stocks. This interest is marked by the growing literature on the topic, exploring both the concept and the key issues associated with it. It reflects a frustration among certain groups with the supply-side measures currently employed in fisheries management, which on their own have proven insufficient to counter the negative incentive structures characterising open-access fisheries. The potential encapsulated by product differentiation has, however, yet to be tested in the market place. One of the debates that continues to accompany the concept is the nature and extent of the response of consumers to the introduction of labelled seafood products. Though differentiated seafood products are starting to come onto the market, we are still essentially dealing with a hypothetical market situation in terms of analysing consumer behaviour. Moving the debate from theoretical extrapolation to one of empirical evidence, this paper presents
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