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Understanding consumer preferences and behaviour towards bivalve molluscs is essential for designing effective marketing strategies, particularly in relation to market access, certification, supply chain transparency and product innovation.

Across Europe, consumer choices are influenced by characteristics such as species, freshness, origin and sustainability, although significant differences emerge between countries.

In Italy, consumer preferences are strongly influenced by perceptions of safety, freshness and traceability. Due to the potential health risks associated with bivalves, trust in certifications and supply chains plays a fundamental role. Italian consumers are also showing a growing interest in sustainable and certified seafood products, often associating labels with superior quality and greater environmental responsibility, although still limited awareness affects demand.

In France and Spain, preferences are closely linked to culinary traditions. Consumers tend to favour fresh and local products, often placing a high value on origin and species as indicators of quality. Studies show a willingness to pay a higher price for fresh seafood products with sustainability labels, although transparency issues – especially in processed products – can reduce trust and limit informed choices.

In Ireland, demand for bivalves is relatively lower and is more influenced by convenience and price. Consumers tend to prefer processed or ready-to-cook seafood products, reflecting different consumption habits compared to Mediterranean countries.

In Greece, consumer behaviour reflects strong coastal traditions and regional differences.

Freshness and local origin are central to purchasing decisions, often supported by short supply chains and seasonal consumption patterns. Cultural habits play an important role in shaping demand.

In all five countries, sustainability and traceability are becoming increasingly important as factors in the choice. Eco-labels and certifications can increase trust and promote market differentiation, although knowledge gaps persist, highlighting the need for clearer communication strategies. Overall, consumer behaviour in the bivalve markets reflects a combination of intrinsic product attributes (such as freshness and species) and extrinsic factors (such as origin, certification and sustainability), requiring marketing approaches adapted to different national contexts.