Role of World Wildlife Fund (WWF) and Marine Stewardship Council (MSC) in seafood eco‐labelling policy in Japan

Purpose - Drawing on original and published research this paper seeks to examine the current situation of eco‐labelling in Japan, and the possible roles of two connected non‐governmental organizations (NGOs) – the Marine Stewarship Council (MSC) and the World Wildlife Fund (WWF) – may have in future decision making. Design/methodology/approach - A mixed‐method survey approach is used. Two quantitative surveys are followed by unstructured interviews of stakeholders in fisheries and eco‐labelling policy. Findings - Environmental values of Japanese seafood consumers are complex and not explained by any one demographic factor. Environmental problems are becoming complex, and solutions are being sought from beyond the bureaucratic circles, including NGOs. However, neither WWF nor MSC are important stakeholders in policy decisions, but their influence is growing, particularly through relationships with private sector. Research limitations/implications - Interviews do not offer a representative sample; important inferences but not causative conclusions can be made. Originality/value - The paper contributes new findings on environmental values, MSC products, and the decision making situation surrounding seafood eco‐labels in Japan.