Market dynamics, consumer preferences, systemic barriers, and the potential of integrated multi-trophic aquaculture in Bangladesh

Bangladesh’s coastal aquaculture sector plays a critical role in food security, rural livelihoods, and economic development. However, persistent structural and informational gaps constrain the alignment between production systems and evolving consumer demand. This study uses a convergent mixed methods design to examine the potential for Integrated Multi-Trophic Aquaculture (IMTA) adoption in Bangladesh. It combines structured surveys of 600 aquaculture producers and 600 consumers across five districts with 18 key informant interviews and 4 focus group discussions involving input suppliers, wholesalers, retailers, exporters, extension officers, and NGO representatives, providing integrated insights into market dynamics, consumer preferences, systemic barriers, and the Potential of IMTA in Bangladesh. The findings revealed strong and consistent preferences among both consumers and producers for finfish and shellfish, with minimal interest in seaweed. Consumer preferences were primarily driven by perceived product quality, price, and appearance, while price sensitivity remained high; sustainability considerations were present but secondary. In terms of products form preference, while fresh fish was favored by both groups, producers were more inclined to frozen, fried, and processed fish products, highlighting differences in product form preferences within the supply chain. Producers reported significant systemic constraints, including high input costs, limited cold-chain infrastructure, and dependence on intermediaries. Regional variation and entrenched gender disparities further restrict equitable market participation. Despite relatively low awareness of IMTA, both producers and consumers expressed willingness to engage with IMTA-associated products. However, this evidence reflects stated awareness and hypothetical willingness-to-pay rather than demonstrated market behavior. These findings suggest conditional market openness based on stated preferences and hypothetical willingness-to-pay, rather than observed market behavior.