Proceedings of the Second Mediterranean Conference on the Sea Turtles, Turkey 4-7 May 2005 (in press) EXPLORING FISHERMEN’S ATTITUDES TOWARDS MARINE TURTLE CONSERVATION: WHY FISHERMEN BEHAVE THE WAY THEY DO. Mohamed NADA (1) (1) Representative MEDASSET – Mediterranean Association to Save the Sea Turtles, 3 El Gehad Street, Lebanon Square, 12411 Mohandsean Cairo, Egypt. INTRODUCTION The Egyptian Mediterranean coasts are not considered a significant nesting site for marine turtles but are an important feeding and wintering area. Thus fisheries interaction and illegal trade/exploitation are seen as the main threats facing the marine turtle population in Egypt (Laurent et al., 1996; Venizelos & Nada, 1999). Over the past few years the Egyptian government and civil society organisations have undertaken several conservation initiatives informing different sectors of the community about threats facing marine turtles, and enforcing existing laws banning illegal trade/exploitation of endangered species, including marine turtles. While these endeavours have had a notable impact on public trade in turtles in Alexandria’s fish market, illegal trade is still practiced and a black market exists. SCOPE AND METHODOLOGY This paper explores how and, more importantly, why fishermen in Alexandria continue to trade and exploit marine turtles illegally despite conservation measures. The research relies on four methods for data gathering, namely desktop review, in-depth interviews with key informants, direct observation and a quantitative survey (with 127 fishermen). These different methodologies were used to ensure bias and limitations associated with one method would be compensated for by the strengths inherent in the others. The research used the structured social psychology analytical framework of ‘Planned Behaviour’, which provided a useful insight into fishermen’s decision-making processes and their conservation behaviour. As outlined in Beedell and Rehman (1999), the theory attempts to predict and understand behaviour by measuring the underlying determinants of that behaviour: attitudes, subjective norms and perceived behavioural control (see Figure 1). The main assumption of the theory is that people behave rationally, in accordance with the beliefs they hold and that a person’s behaviour is a function of the information or beliefs that s/he has. The beliefs may be based on experience, fact, hearsay, or may be fallacious. Ajzen (1985) identified three distinct types of belief that relate to: the effects or outcome of behaviour (termed ‘behavioural beliefs’ e.g. ‘conserving marine turtles will decrease the probability of my children being stung by jellyfish’); social influences (‘normative beliefs’ ‘religious leaders in my community will be upset if they know that I exploit marine turtles’); and factors that can make this behaviour easier or more difficult or even completely prevent it (‘control beliefs’ e.g. ‘enforcing laws that prohibit the exploitation of endangered species thus discouraging me from illegally trading marine turtles’). All behavioural beliefs that influence a person, can be combined to form a belief based measure of ‘Attitude’, a positive