LAUSR

Abstract Aquaculture has increased significantly in recent decades and, if managed sustainably, it could contribute to food security and safety. However, several studies have found the evidence that European consumers prefer wild fish relative to farmed fish. Hence, it becomes crucial to provide accurate information on aquaculture products. This study aims to examine the influence of consumers' perceptions and knowledge on their intention to purchase farmed and wild fish. A sample of 804 Italian consumers participated in a survey which included an information treatment. Participants perceived that wild fish tastes better and is more nutritious than farmed fish; further, they considered farmed fish to be cheaper, safer, and more ethical than wild fish. A logit regression was conducted whose results show that several factors, such as fish preference, attitude, and subjective knowledge, affect consumers' intention to purchase. In addition, participants in the treatment group were found to have higher intentions to purchase farmed fish than those in the control group. Therefore, information strategy is crucial to promote the consumption of farmed fish.