EXPLORING THE LANDSCAPE OF ONLINE FISH MARKETING: A LITERATURE REVIEW

Abstract

The purpose of this literature review is to investigate the changing environment of online fish marketing by analysing its drivers, technical enablers, and ramifications for both consumers and producers. Not only does it identify critical obstacles, such as cold chain management, customer faith in freshness, and the digital gap among small-scale fishermen, but it also finds key advantages, such as enhanced market reach and efficiency. An analysis of the data concerning consumer behaviour, regulatory frameworks, and factors of sustainability is presented in this paper. This article intends to give a basic knowledge for future studies and to guide strategic actions in this rapidly emerging industry by addressing the gaps that currently exist in the research that has been conducted.