China, as the world’s largest producer, trader, and consumer of aquatic foods, lacks comprehensive research on consumption patterns and willingness to pay for sustainable aquatic food. This study addressed this gap through an online survey of 3403 participants across Chinese provinces. A majority of consumers (34.7% of the participants) consume aquatic food twice or more per week, mainly from traditional markets (26%). Most prefer fresh or live products (76%), with 42% seeing no difference between farmed and wild options. Consumption is higher among older, affluent, urban, and coastal residents. Crustaceans, especially shrimp, are frequently consumed species, with growing interest in luxury species like salmon and abalone. Taste and quality emerge as the primary factors motivating consumer choices in aquatic food purchases. Food safety is the primary concern, followed by environmental impact. Notably, 92.4% of participants would pay extra for certified products. Factors influencing a higher willingness to pay include higher income, inland residence, price sensitivity, origin consciousness, and concerns about food safety and the environment. The findings highlight that China’s aquatic food industry and consumption can become more sustainable by aligning with consumer preferences for high-quality and diverse aquatic food through both production and import, while also addressing concerns related to food safety and environmental impact. This research provides valuable insights into China’s rapidly transforming aquatic food market landscape, offering implications for industry innovation and the promotion of sustainable consumption patterns.

Asia accounts for over 70% of total global aquatic food consumption, but aquatic food consumption behaviours and attitudes among Asian consumers are poorly documented and understood. This paper synthesises literature on factors influencing aquatic food consumption behaviour in Asia and the potential to support transitions toward more sustainable food consumption patterns. We identified 113 studies for inclusion in a scoping review, and identified five clusters of publications: (1) product attributes, availability, and accessibility (24% of publications); (2) willingness to pay for aquatic foods (25%); (3) psychosocial factors (e.g., attitudes and subjective norms) (17%); (4) sociodemographic and lifestyle factors (21%); and (5) miscellaneous factors, including food safety and social status (13%). This study indicates that multiple interacting factors influence aquatic food consumption behaviours among Asian consumers, among which price is central. Knowledge of, and attitudes toward, the perceived quality and safety of aquatic foods were identified as important but were mediated by household characteristics. Sustainable production practices, country of origin, and ecolabels were found to be less influential on consumption behaviour. We found that improving consumers’ knowledge and attitudes about the quality and safety of aquatic foods might positively influence aquatic food consumption behaviour. Future multidisciplinary research is required to better understand interactions among the multiple factors that influence Asian consumers’ aquatic food consumption behaviour.

Aquaculture has been recognised for achieving multiple United Nations Sustainable Development Goals; its further growth depends on understanding, and responding to, societal perceptions in a broader context. Thus, this study aims to understand societal perceptions of aquaculture through a scoping review and media analysis. A scoping review identified 151 academic studies for inclusion in our five identified research clusters: (1) social acceptability, (2) growth and development, (3) media coverage, (4) sustainable aquaculture, and (5) consumer perceptions. Further, newspaper articles (n = 100) were sampled from the United Kingdom, Denmark, France, Spain, Turkey, and China; elsewhere all articles identified were included (Poland, 79; Hungary, 29; India, 70). The findings suggest that scientific and newspaper articles tend to present sustainability aspects in a simplified form. Key stakeholder groups include fish farming enterprises, civil society, governmental officials, scientists, and business leaders both within aquaculture value chains (retailers/wholesalers, technology industry) and outside of them (fisheries, tourism). Also, other stakeholders included the public (indigenous groups, residents, consumers). The stakeholder groups perceived aquaculture differently and depending on the circumstances and context, their perceptions ranged from positive to negative. Many factors influenced their perceptions, including aquaculture's impact on multiple sustainability dimensions, knowledge, transparency, personal interests, types, and location of aquaculture practises, regulations, experience, and sociodemographic characteristics such as age, gender, education, and income. We recommend that aquaculture practitioners focus on context‐specific multifaceted strategies—prioritising transparency, communication, and accountability—and provide essential knowledge to ensure that societal perceptions of aquaculture are based on accurate, empirical information.

Aquatic animals are diverse in terms of species, but also in terms of production systems, the people involved, and the benefits achieved. In this concept piece, we draw on literature to outline how the diversity of aquatic animals, their production, and their consumption all influence their impact within the food system. Built on evidence from an array of reductionist and non-reductionist literature, we suggest that food systems researchers and policymakers adapt current methods and theoretical frameworks to appropriately contextualise aquatic animals in broader food systems. We do this through combining current understandings of food systems theory, value chain, livelihoods, nutritional outcomes, and planetary boundaries thinking. We make several claims around understanding the role of aquatic animals in terms of nutritional output and environmental impacts. We suggest a need to consider: (1) the diversity of species and production methods; (2) variable definitions of an “edible yield”; (3) circular economy principles and the impacts of co-products, and effects beyond nutrient provision; (4) role of aquatic animals in the overall diet; (5) contextual effects of preservation, preparation, cooking, and consumer choices; (6) globalised nature of aquatic animal trade across the value chain; and (7) that aquatic animals are produced from a continuum, rather than a dichotomy, of aquaculture or fisheries. We conclude by proposing a new framework that involves cohesive interdisciplinary discussions around aquatic animal foods and their role in the broader food system.

Food waste has received increasing attention over the last decade, owing to its economic, environmental, and social impacts. Much of the existing research has investigated consumers’ buying behaviour towards sub-optimal and upcycle food, but surplus meal buying behaviours are poorly understood. Thus, this study performed consumer segmentation through a modular food-related lifestyle (MFRL) instrument and determined consumers’ buying behaviour towards surplus meals in canteens employing the theory of reasoned action (TRA). A survey was conducted using a validated questionnaire from a convenient sample of 460 Danish canteen users. Four food-related lifestyle consumer segments were identified by employing k-means segmentation: Conservative (28%), Adventurous (15%), Uninvolved (12%), and Eco-moderate (45%). The Partial Least Square Structural Equation Modelling (PLS-SEM) analysis indicated that attitudes and subjective norms were significantly influencing surplus meal buying intention to further influence buying behaviour. Environmental objective knowledge was significantly influencing environmental concerns to further influence attitudes and behavioural intention. However, environmental objective knowledge had no significant influence on attitude towards surplus meals. Male consumers with higher education, those having higher food responsibility and lower food involvement, and convenience scores had higher surplus food buying behaviour. The results can be used to inform policymakers, marketers, business professionals, and practitioners to promote surplus meals in canteens or similar settings.