Chitin/chitosan and collagen are two of the most important bioactive compounds, with applications in the pharmaceutical, veterinary, nutraceutical, cosmetic, biomaterials, and other industries. When extracted from non-edible parts of fish and shellfish, by-catches, and invasive species, their use contributes to a more sustainable and circular economy. The present article reviews the scientific knowledge and publication trends along the marine chitin/chitosan and collagen value chains and assesses how researchers, industry players, and end-users can bridge the gap between scientific understanding and industrial applications. Overall, research on chitin/chitosan remains focused on the compound itself rather than its market applications. Still, chitin/chitosan use is expected to increase in food and biomedical applications, while that of collagen is expected to increase in biomedical, cosmetic, pharmaceutical, and nutritional applications. Sustainable practices, such as the reuse of waste materials, contribute to strengthen both value chains; the identified weaknesses include the lack of studies considering market trends, social sustainability, and profitability, as well as insufficient examination of intellectual property rights. Government regulations, market demand, consumer preferences, technological advancements, environmental challenges, and legal frameworks play significant roles in shaping both value chains. Addressing these factors is crucial for seizing opportunities, fostering sustainability, complying with regulations, and maintaining competitiveness in these constantly evolving value chains.

This study investigated the effect of balanced, nonpersuasive information related to safety, healthiness, and sustainability of aquaculture on the image of farmed fish among European consumers. It was demonstrated that there is neither positive nor negative influence of this type of information on the predominantly positive image of fish from aquaculture. Consumers who were exposed to information related to the EU origin and aquaculture related guarantee reported a more positive image of farmed fish. These results provide valuable input for transparent communication about fish farming practices which might increase consumer trust and will not harm the image of fish from aquaculture. Increasing consumers' knowledge about aquaculture and its positive effects on the image of farmed fish is also discussed as a pathway for maintaining and improving aquaculture's positive image in the future.

Despite recommendations, fish consumption is low in several countries. One of the many relevant factors that influence fish consumption is the quality of fish products. However, consumers differ in involvement in and knowledge about fish quality. The aim of this study was to reveal differences in involvement and knowledge about fish quality among consumers and measure how these lead to variations in the importance of factors that influence consumers when buying fresh fish fillets. We aimed to explain these results based on subjective and objective knowledge, fish consumption, and social and demographic characteristics. This study was based on data collected from 738 Norwegian consumers who responded to a questionnaire. The survey included items regarding knowledge and involvement in fish quality, objective and subjective knowledge measures, factors important when buying fish, and finally sociodemographic characteristics. This article suggests that perceived quality is one of the most important factors that influence buying behavior when it comes to fish fillet products in Norway. Consumers can have a high or low involvement with and knowledge about fish quality. However, when confronted with the decision of what fish product they may buy, most consumers reported using fish quality as a main driver.

This study focused on differences between uses and users of sushi and sashimi in Norway and Japan. The study was based on a consumer survey that was completed by a representative sample of 902 participants from Norway and 897 participants from Japan. The survey included questions about food consumption frequency, ways of sourcing sushi and sashimi and situational factors related to consumption. Participants also reported their knowledge about, attitudes toward, and ambivalence related to sushi and sashimi, social acceptability of sushi and sashimi consumption, domain-specific innovativeness, and social and demographic characteristics. Differences in sushi consumption behavior between Japanese and Norwegian consumers considering the situational parameters surrounding sushi and sashimi consumption were revealed. Considerations for future research and implications on export strategy development were discussed.