MOST AMERICANS DO NOT EAT THE RECOMMENDED AMOUNT OF SEAFOOD EACH WEEK NECESSARY TO IMPROVE THEIR DIETS AND THEIR OVERALL HEALTH. DOMESTIC AQUACULTURE PRODUCTS REPRESENT HEALTHY, SUSTAINABLE SEAFOOD CHOICES CAPABLE OF FILLING THIS DIETARY GAP. HOWEVER, CONSUMER PREFERENCE FOR WILD OVER FARMED FISH LIMITS THE PRODUCTION AND PROFITABILITY OF THE AQUACULTURE INDUSTRY.THIS PROJECT WILL IDENTIFY CONSUMER MISCONCEPTIONS THAT LIMIT PURCHASES OF THREE AQUACULTURE PRODUCTS (SHRIMP, SALMON, AND OYSTERS); DETERMINE NUTRITION, HEALTH, AND SUSTAINABILITY ATTRIBUTES OF FARMED FISH LIKELY TO INCREASE CONSUMERS' IN-STORE PURCHASES; AND, DETERMINE EFFECTIVE LABELING PRACTICES TO GUIDE INDUSTRY PROFESSIONALS IN MARKETING FARMED FISH TO CONSUMERS.PRODUCT ATTRIBUTES TO TEST WILL BE IDENTIFIED THROUGH A LITERATURE REVIEW, KEY-INFORMANT INTERVIEWS WITH INDUSTRY STAKEHOLDERS, AN EXAMINATION OF LABELING CLAIMS ON EXISTING PRODUCTS, AND A PILOT SURVEY. TWO NATIONALLY-REPRESENTATIVE SURVEYS WILL ASSESS CONSUMER'S SEAFOOD CONSUMPTION PATTERNS AT TWO POINTS IN THE COVID-19 PANDEMIC. THE SURVEYS WILL ALSO ASSESS CONSUMERS' KNOWLEDGE OF THE DIETARY GUIDELINES AND FDA/EPA RECOMMENDATIONS REGARDING SEAFOOD INTAKE, CHARACTARIZE THEIR MISCONCEPTIONS ABOUT AQUACULTURE, AND MEASURE THEIR AWARENESS OF THE HEALTH AND NUTRITIONAL BENEFITS OF FISH CONSUMPTION, POTENTIAL HEALTH RISKS, AND KNOWLEDGE OF FISH FARMING PRACTICES. AS PART OF THESE SURVEYS, WE WILL USE DISCRETE CHOICE EXPERIMENTS TO DETERMINE WHO IS WILLING TO PAY MORE FOR THE SEAFOOD ATTRIBUTES THEY SAY THEY VALUE, AND HOW MUCH THEY WOULD BE WILLING TO PAY. WE WILL ALSO EXAMINE WHAT COMBINATIONS OF SEAFOOD ATTRIBUTES CONSUMERS PREFER AND ARE WILLING TO PAY FOR. PRODUCT LABELS GENERATED FROM THESE RESULTS WILL THEN BE TESTED IN A FINAL ONLINE SURVEY.THE U.S. AQUACULTURE INDUSTRY CAN CAPITALIZE ON THIS INFORMATION BOTH BY CREATING OR ADAPTING PRODUCTION TECHNIQUES TO YIELD PRODUCTS THAT MEET THE EVOLVING DEMANDS OF CONSUMERS AND BY NEW LABELING PRACTICES AND OTHER EFFORTS TO PROMOTE THE WAYS IN WHICH THEIR PRODUCTS MAY ALREADY MEET THOSE DEMANDS.