Knowledge drives conservation: Tackling the shark consumption issue in Italy – A case study

Shark populations are sharply declining, highlighting the need to address knowledge gaps that may hinder conservation efforts, especially in Italy, a major EU shark meat importer. Through a questionnaire shared via social media, this study showed that 64 % of participants do not believe shark meat is legally sold in Italy, and 7.3 % reported to have never consumed it. However, when presented with a list of shark species identified by their common names, 28 % acknowledged having eaten them, indicating widespread unawareness of Italy’s role in the shark meat trade and that most consumers unknowingly consume shark products. While most participants recognize that fish can accumulate contaminants, their understanding does not extend to sharks. After providing key information about shark conservation and possible health risks, interviewees were unwilling to consume sharks further and supported clearer labelling to identify shark products. This suggests that informed consumer choices can significantly contribute to shark conservation. • Italians no longer perceive sharks as villains, but recognize their critical role. • Many consumers are unaware of the regular trade of sharks in Italy. • A significant number of Italians do not realize they are consuming shark meat. • Eco-labels could help consumers make pro-conservation food choices. • Most participants would appreciate a label clearly identifying shark-derived fillets.