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From literature review is clear, that now applied management measures might not be sufficient to handle issue of overexploitation and depletion of fisheries assets in Malaysia. The developed countries on the conclusion of 20th century realized that just conventional techniques of fisheries management to encourage sustainable fisheries, which concentrate just on supply-side may not be suffiecient. As a result, the venture of industry and conservationists to attain change in natural resource management took place in fisheries as new tool -- eco-labeling system to allow the demand side benefit fisheries industry for sustainable and responsible management. The past 12 years have included to body of knowledge numerous empirical studies encompassing eco-labeling of fish products. Especially, the research investigated consumers' tastes and willingness to pay for eco-labeled seafood and seek to demostrate which eco-label on fish products have the capacity to influence customers' requirement for eco-labeled fish products. Among the very first studies by Wessells, et al. (1999) analyzed 1 640 families utilizing contingent choice survey to asses consumers' possible approval of an eco-label for fish products, while users can choose between number of labeled and unlabeled fish products. The authors discovered that species characteristic, consumer preference indicators for example manhood of ecological organization, ecological magazine readers or fish buy behavior, and sex are all significant to influence consumers to take labelling app on the opposite to faith in certifying agency. The authors concluded that eco-labeling of bass might be capable of encouraging sustainable fisheries, in case adequate consumer education and market study occur...