Worldwide, aquaculture is assuming ever more importance in diminishing the pressure on wild stocks in the seas. Prices of feed used in farming fish are increasing, due the rise in demand. Research on sustainable sources of feed was recently intensified and insects as meal to substitute soybean and fish meals and oils seems a promising field. Consequently we explored future consumer attitude toward the consumption of fish farmed on insect meals, as a mean of enhancing the sustainability of the farming system in aquaculture. We focused our attention on Italian consumers of fish and the results show a sensitive consumer, willing to try an innovative product, interested in research to improve the safe-guarding of marine resources.