Although illegal fishing is prevalent, few studies have attempted to understand people’s motives behind it. This study seeks to address this gap in the literature by investigating motives for breaking the fishing conservation rules and regulations, as well as researching incentives for following them. This study takes place on Kia Island, Fiji where the community is heavily dependent on its fishing grounds for their livelihood and hope to benefit from the recent establishment of a Marine Protected Area (MPA). Illegal fishing has now become a major problem in this area and inadequate enforcement of the fishing grounds and MPAs is a key issue. Methods included, surveys with householders and semi-structured interviews with experienced fishers to empathise and understand people’s needs to break the rules. A participatory approach was taken to ensure that those being studied also learnt from the experience. Results found that people’s motivations for breaking the rules fell under three main themes; ‘Economic’; ‘Monitoring and enforcement’; and ‘Social and cultural aspects’. The primary motive for illegal fishing was found to be economic, with a lack of education and awareness exacerbating the problem. It was found that some were desperate for money due to the high cost of living. This was found to be a national problem following coops and a flood, which have left the country in economic decline. To make up for this shortfall, some fishers break the rules and regulations as these methods bring in more money than legal ones. Amongst other examples given, it was said that nets bring in a greater catch and fishing in the MPA is easier as there are more species there. The level of education on the island is low, which exacerbates the issues of illegal fishing, and a lack of enforcement by authorities, NGOs and Fish wardens allows it to continue. GBM01 Lui Hepworth i i This primary motive is consistent with previous studies, however disparities were found between the secondary and underlying motives. It was concluded that underlying motives for illegal fishing will be different for each situation and can be based on many factors such as economics, education level, insularity, alternative livelihood options, tourism, funding, government regime and political climates. Motives therefore, cannot be assumed as each situation has its own unique set of complexities and requires its own research to fully understand local motives for illegal fishing. This study has uncovered motives for illegal fishing and found incentives to help prevent it. The recommendations made will help reduce illegal fishing practices in Kia’s fishing grounds.