Past behavior themes and example quotes.

Despite significant federal interest and the vast resource potential of the region, the land-based food fish aquaculture industry remains relatively stagnant in the U.S. Great Lakes states. In this study, we use the Theory of Planned Behavior to explore the factors influencing aquaculture producers’ intentions to expand or diversify their operations. We conducted semi-structured interviews with 34 food fish producers across the eight Great Lakes states. Our thematic analysis revealed that while most producers expressed positive intentions to grow, these intentions were often constrained by low perceived behavioral control. Major barriers included limited access to capital, regulatory complexity, inadequate institutional support, and challenges in public perception. Attitudes toward expansion were shaped by both mission-driven motivations, such as supporting local food systems, and pragmatic concerns about cost, risk, and labor. Subjective norms were overwhelmingly favorable, reflecting a strong sense of community and peer support within the industry. Past experiences with expansion further influenced current intentions, as well, reinforcing cautious, incremental growth strategies. These findings suggest that policy reforms and structural support, particularly in financing, regulation, and outreach, are critical to unlocking the growth potential of aquaculture in the Great Lakes region. By centering the voices of producers, this study provides actionable insight into the systemic barriers that must be addressed for meaningful industry advancement.