The problems facing the world's oceans today are as broad and deep as the sea itself, from acidification and the destruction of coral reefs to overfishing and the consequences of fishing practices. Fish itself has always been a main food and still provides a constant supply of protein for many civilizations around the world. Due to the earth's population explosion, this has led to skyrocketing demand and, consequently, overfishing (Fitzgerald, 2013). The question here is how to anticipate overfishing by reducing demand, and therefore targeting consumer behavior to minimize fish consumption, limit it to sustainably sourced fish, or stop it altogether. (this objective will hereafter be called “sustainable fish consumption” for simplicity). Despite the ubiquitous knowledge disseminated by the media about the fish problem, many consumers find themselves in a situation of behavior that conflicts with their beliefs. Described by Festinger's cognitive dissonance theory (Solomon, 2006: 140-143), the cognitive elements "I know that eating fish is not sustainable" and "I eat fish" are dissonant, thus the behavior and attitude are in conflict and are inconsistent with each other. This inconsistency would create a feeling of discomfort prompting a change in either attitude or behavior. Reducing dissonance can occur by modifying elements, either by eliminating (e.g. a behavior: stop consuming fish), changing (e.g. a belief: taking the fact of overfishing as unproven) or adding a consonant belief (humans have eaten fish for centuries) that outweighs the dissonant elements. . Given that the dissonance is strong enough; a permanent change in attitudes or behavior... middle of article ...... and Bhamra, T. 2005. Towards instinctive and sustainable use of products. Soames Job, R. 1988. Effective and ineffective use of fear in health promotion campaigns. American Journal of Public Health, 78 (2), pp. 163--167.Solomon, MR 2006. Consumer behavior. Harlow, England: Financial Times/Prentice Hall. Tucker, M. 2014. Pictures Of The Day: May 28, 2013. [online] Available at: http://www.huffingtonpost.co.uk/2013/05/27/pictures -of-the-day-28th- may-2013_n_3342585.html[Accessed: February 27, 2014].Wabbaly. 2011. Environmental awareness campaigns. [online] Available at: http://www.wabbaly.com/campaigns-that-build-environmental-awareness/ [Accessed: February 27, 2014].Wpp. 2014. [online] Available at: http://www.wpp.com/corporateresponsibilityreports/2008/images/content/pro_bono/Campaign---Save-the-Mediterranean-bluefin-tuna.jpg [Accessed February 27 2014].