Tuna is one of the most important marine products in Japan, but fishery productivity is decreasing, especially for bluefin tuna (Thunnus orientalis, Thunnus thynnus) because of strict capture limits implemented by regional fisheries management organizations (RFMOs). Such capture limitations are necessitated by a shortage of resources. At the same time, full-cycle farming technology of Thunnus orientalis has recently been developed. This technology is set to achieve productivity levels at an industrial scale. In Japan, however, most consumers are believed to have a negative image of farmed products; therefore effective marketing is necessary. This study employs conjoint analysis via an internet questionnaire to clarify consumer preferences and the determine the possibility of marketing through provision of information to consumers regarding bluefin tuna and the environmental background of the problem. The results show that once consumers are provided with enough information about bluefin tuna, particularly in terms of the underlying resources problem, the willingness to pay (WTP) for fullcycle farmed fish is greater compared to conventionally farmed fish. Furthermore, if the product has an ''eco-label,'' the WTP increases drastically. Therefore, the informational process is important for marketing, and labeling can be an efficient marketing method.

A cointegration analysis is conducted to examine the effect of fishery subsidies on fisheries production using data compiled over more than 30 years in Japan. The results illustrate that one fishery production indicator (production value per fishermen) shows a positive relationship with one particular group of government financial transfer (GFT) (that is, government general service expenditures including cost for fishery managements, scientific researches, and other administrative activities). No other tested results between GFTs and fishery indicators showed a real relationship. Although further scrutiny is awaited, this study could provide an empirical basis for an argument that, under an effective fishing management system, fisheries subsidies do not necessarily cause production increases or negative impact on fishing stocks.

An econometric analysis, known as a panel data analysis, was conducted to understand the nature and the magnitude of the effect caused by subsidies to fishery productions. Published data on government financial transfers for OECD member countries from 1996 to 2002 were used for this purpose. The result of the panel data analysis indicated that certain financial transfers have brought small but positive influences to economic indicators on fisheries of aggregated OECD countries, while either no or negative effects were recognized in other financial transfers. Different magnitudes of influences were observed according to the types of the transfers. Also, there are cases where two types of financial transfers provide offsetting effects to a single economic indicator. Specifically, the total volume of fishery production for OECD countries is positively influenced by government direct payment programs, but negatively affected by the amount of general services provided by the governments. This study can be regarded as a useful first attempt to examine the empirical link between productions and subsidies of the fishery sectors.

A demand system analysis was conducted to examine the substitute relationships between tuna and skipjack tuna in the Japanese market. Data from the Annual Report on Family Income and Expenditure Survey from 1965 to 2006 were used for the analysis using the almost ideal demand system (AIDS). Results suggest that skipjack tuna can be a strong substitute for tuna, while other fish groups are not a clear substitute. Our analysis of substitute relationships among fish species in a market indicates that this is a factor that should be considered for better fisheries resource management. For instance, even under a situation where one fish species is underexploited, proper attention to its fishery management is necessary if the fish is a strong substitute for another popular fish species in the market.

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