Abstract

Seafood consumption is crucial for global nutrition, but the decline of wild marine fisheries necessitates aquaculture to meet the rising demand. Nevertheless, the pervasive preference for wild seafood among Chinese consumers, especially in Qingdao, has not been comprehensively explored. This study investigates the preference for wild seafood in Qingdao, China, challenging the notion of wildness as a mere characteristic and revealing its active role in influencing consumer behavior. Employing the relational perspective of new materialism, the study unravels the dynamic interactions between humans and non-human actors, providing a comprehensive understanding of the multifaceted nature of food. The research uncovers how wild seafood is entangled within the social fabric, labor relations, and consumer choices. It demonstrates that wildness is not a static social fact but rather is constantly emerging and transforming through interactions among seafood, people, places, nature, and technology. By examining the affective and subjective dimensions of seafood consumption, the findings indicate that the subjectivity of wild seafood impacts consumers’ physical and emotional states. The study also highlights the importance of social relations in food systems and calls for increased transparency and consumer education to promote sustainable consumption practices.