Make it circular: an AKAIE model to evaluate the uptake of insect meal in aquaculture

Novel feed ingredients have emerged in response to the growing sustainability and circularity challenges facing aquaculture. Among these, insect meal derived from black soldier fly (Hermetia illucens) has attracted increasing attention for its potential to support circular production models. However, the adoption of such innovations remains limited, and existing studies often overlook how adoption evolves beyond the initial uptake. In this context, the present study applies the AKAIE framework—Awareness, Knowledge, Adoption, Implementation, and Effectiveness—to examine the adoption process of Hermetia illucens meal among 28 Italian trout farmers. The analysis reveals dynamics often neglected in adoption studies by identifying four farmer profiles: Non-adopters, Experimenters, Partial Adopters, and Advanced Adopters. Results indicate that farmers perceive insect meal as an incremental innovation requiring minimal adjustments to existing practices, although high feed costs and limited consumer acceptance persist as major barriers. Environmental benefits are the most widely recognized, while economic and social advantages appear less evident. By integrating the post-adoption dimension, this research aims to advance the understanding of innovation diffusion in aquaculture. The AKAIE framework could represent a practical tool for policymakers seeking to monitor the diffusion of circular feed innovations and the factors influencing their implementation under the European sustainability agenda.