Overfishing of the world's oceans is slowly but surely robbing the fish processing industry of its livelihood. Stocks of groundfish, the most important resource for the production of fish fingers, have been halved over the past twenty years. Sustainability marketing therefore accords a high value to fish manufacturers. Marketing of fish products from sustainably-managed fisheries is a strategy used by fish processing industry not only to enhance its image but also to ensure its economic survival. Since resource shortage necessitates a rapid and effective switch from a conventional to a...