Recent research has suggested that decision makers may misunderstand public attitudes regarding natural resource use. Using research on Integrated Multi-trophic Aquaculture (IMTA) in six European countries, we illustrate one case in which this is true. We describe two studies: one revealing stakeholders’ beliefs about the environmental sustainability of IMTA in addition to their beliefs regarding public perceptions of the same; and a second investigating perceptions held by the public. In comparing the studies, we identified a gap between what decision-makers believe the public perceives and what the public actually perceives. There is reason to believe that this phenomenon is not sector-specific because policy and planning mechanisms for incorporating the views of stakeholders and the larger public tend to be the similar, regardless of sector. This may cause a dilemma for developing natural-resource based industries, as well as public policy. For this reason, we suggest, as an alternative to over-reliance on citizens’ initiative, making greater use of mechanisms that actively elicit opinions, such as deliberative consultation/engagement models that both inform and elicit pReferences