Italia-Croatia

27/02/2026

Introduction

In a world where sustainability is no longer a choice but a necessity, the focus is increasingly turning to how food is produced and consumed. Aquaculture, the controlled farming of fi sh, shellfi sh and other aquatic species, is recognised as a sustainable and effi cient method of food production. It contributes to global food security, off ers a lower environmental impact, reduces the pressure on wild fi sh stocks, and supports local economies.

The MARINET project, funded by the Interreg Italy–Croatia Programme (VI 2021-2027), aims to establish an advanced biosecurity framework for the Adriatic through innovative aquaculture and integrated mariculture approaches. One of the objectives of the project is to improve consumer acceptance of aquaculture products by supporting SMEs in eff ective communication. As part of this, the University of Rijeka, Faculty of Tourism and Hospitality Management (PP4), conducted consumer research in Croatia and Italy on a representative sample of 1006 respondents per country. The web-based survey was implemented by the professional research agency Ipsos and explored consumer perceptions of aquaculture and aquaculture products, with a focus on attitudes towards product quality and safety, consumption habits, and communication preferences that infl uence purchasing decisions. The results provide a valuable knowledge base for a cross-border communication campaign, which will serve as a model for how SMEs can promote their products more eff ectively.

This article highlights the role of aquaculture in modern food systems, the importance of understanding consumers’ attitudes, and how recent research fi ndings can help shape more eff ective communication strategies.

Why Aquaculture Needs Public Understanding

Aquaculture refers to the farming of aquatic organisms under controlled conditions, developed as a response to the growing demand for food and the limited capacity of wild fi sheries. In the European Union, aquaculture represents approximately 20% of total fish global growth, aquaculture production in the EU declined by 4% in 2022, resulting in over 65% of consumed seafood being imported. These trends highlight the clear need to strengthen sustainable domestic production.

Aquaculture off ers a wide range of advantages. As the global population is increasing, aquaculture is well-positioned to address future challenges such as food security and nutrition. Due to its adaptability and controlled production systems, aquaculture is more resilient to climate change conditions than many land-based food systems. It provides a steady supply of seafood while reducing pressure on wild aquatic populations and is designed to minimise environmental impact. Products from aquaculture are rich in high-quality proteins, omega-3 fatty acids, vitamins, and minerals essential for human health. Moreover, this sector plays an important role in economic development by creating jobs and income.

Given its potential to contribute to environmental sustainability, health, economic development and long-term food security, aquaculture must be recognised as a key component of future food systems. In order to unlock these benefi ts, it is necessary to understand how consumers perceive aquaculture and to identify the most eff ective ways to communicate its importance.

Barriers to Consumption: Where the Doubts Lie

Although overall attitudes towards aquaculture in both Croatia and Italy are generally positive, the research conducted within the MARINET project highlights some concerns and gaps in knowledge that continue to shape consumer behaviour. While most respondents acknowledge aquaculture’s importance in meeting the growing demand for seafood and support its development, this support often remains superfi cial and does not consistently lead to purchasing intentions or trust in these products.

The key barrier to increasing consumption and acceptance of aquaculture products is not resistance, but a lack of knowledge. Consumers are not necessarily opposed to aquaculture, but many are hesitant, especially when evaluating product safety and quality or interpreting labels.

Food safety stands out as a key area of concern. Many consumers feel unsure whether farmed fi sh and bivalves are raised in clean, controlled environments and whether production practices meet hygiene and health standards. Misconceptions persist, especially regarding the use of chemicals in feed, the presence of microplastics or toxins, which can undermine trust.

Consumers in both countries indicated that they would feel more confi dent purchasing aquaculture products if they received clearer and more accessible information, especially about health and nutritional benefi ts, and farming practices. Overcoming these concerns requires well-designed communication strategies that directly address consumer doubts and provide clear, reliable information about product quality, safety, and sustainability.

From Data to Action: Building Trust Through Communication

Marketing communication and consumer behaviour are closely linked areas that together shape how individuals perceive, evaluate, and engage with products. The purpose of marketing communication is not only to inform, but to persuade and remind consumers of the value that certain products off er. In sectors where uncertainty infl uences behaviour, communication plays a key role in building awareness and trust.

The MARINET consumer research shows that although most respondents recognise aquaculture as a sustainable method of seafood production, many still lack the knowledge or confi dence to make informed purchasing decisions, particularly when it comes to assessing product safety and quality or interpreting labels. These doubts often stem from inconsistent or unclear communication. Consumers expressed a clear need for more accessible and detailed information, particularly regarding farming practices, safety, and how aquaculture aligns with environmental and ethical values.

To improve awareness and build trust, several approaches to communication should be prioritised. Labels and packaging play a crucial role and must be clear, informative, and consistent, as consumers should read this information carefully and use it as a basis for making informed food choices. Since consumers rely on product labels when making purchasing decisions, it is necessary that this information presents farming methods, environmental sustainability, health benefi ts, and traceability. The possibility of using nutrition or health claims on aquaculture products, which is also being applied within the MARINET project, can help make product labels more informative and serve as an additional incentive for increased consumption.

Safety and quality are also crucial aspects that need to be addressed through communication. Highlighting how aquaculture enables strict monitoring of water quality, health standards, and feed content can reassure consumers concerned about contamination. The research shows that consumers also value ethical production practices, especially in terms of animal welfare and environmental protection. Therefore, storytelling that humanises the sector, such as introducing responsible producers, explaining farming practices, or showing real examples of sustainable farms, can make the information more trustworthy and convincing. By highlighting the high level of control in aquaculture, the sector can more eff ectively respond to consumer concerns about food safety and animal welfare. To further support this, targeted campaigns, infographics, short videos, and promotional materials can be used to communicate key aspects of aquaculture. Educational content should directly address common misconceptions and clearly present facts about feed, safety, and hygiene standards, helping consumers better understand and trust aquaculture production.

Consumers in both Croatia and Italy turn to various sources for information, from labels and family to social media and blogs. Communication strategies should therefore combine traditional and digital channels, prioritise content formats like recipe ideas, cooking tips, or food and product recommendations. Building trust is a long-term process that requires listening as much as informing. Engaging consumers through public events, education programmes, or interactive campaigns can increase awareness and trust in aquaculture products.

Conclusion

Aquaculture plays a crucial role in ensuring a sustainable and secure food system. Despite its many benefi ts, consumer understanding of aquaculture remains limited, and uncertainties about product safety, quality, and farming practices continue to shape consumers’ attitudes and purchasing behaviour.

Research from the MARINET project shows that building trust in aquaculture requires more than providing facts. Consumers need consistent, transparent, and engaging communication that helps them understand its advantages while directly addressing their concerns. By using tailored messages across traditional and digital platforms, SMEs can foster confi dence in aquaculture products and support the growth of this vital sector.

Writte by PP4 - University of Rijeka, Faculty of Tourism and Hospitality Management 4