From Waste To Value: Marketing Strategies For The Commercialization Of Fish-Scale-Derived Products
DOI:
https://doi.org/10.70577/asce.v5i1.583Keywords:
Circular Economy; Sustainable Development; Marketing; Fisheries Industry; Consumer Behaviour.Abstract
Fish scales are commonly discarded during fish processing despite their potential as a biomaterial for cosmetic, textile, and artisanal applications. This study examines which marketing strategies enable this byproduct to become a commercially viable offering within a circular economy and sustainable marketing framework. A sequential mixed-methods design was used, including a literature review, semi-structured interviews with producers and processors (n = 15), and a survey of urban consumers (n = 120).
Results indicate that acceptance and purchase intention rise when the value proposition clearly communicates hygienic origin, ecological traceability, and functional benefits associated with marine collagen. Initial reluctance decreases when quality cues are present, particularly refined aesthetics, sensory neutrality, and material durability. Environmental certifications and transparency messages also strengthen trust and justify higher prices compared to synthetic alternatives.
Based on the evidence, the study proposes a marketing model that repositions fish scales as an aspirational material through storytelling, sensory branding, and green certifications, connecting B2B–B2C channels among fishing cooperatives, processing laboratories, and brands focused on eco-fashion and natural cosmetics. The study contributes to sustainable marketing by showing that a low-perceived-value residue can become a premium offering when brand, environmental narrative, and user experience align under ethical and circular principles.
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