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Live fish are in high demand all over the world, especially in China, where quality standards align with consumer preferences. In Kenya, discussions on live fish, particularly in aquaculture-rich regions, are focal points. However, the lack of a systematic approach to transporting live fish poses challenges for stakeholders. This research explores attitudes and perceptions of stakeholders in Kenya regarding the adoption and transportation of live fish, shedding light on transportation procedures and sector challenges. Using a descriptive research design, primary data were collected from diverse aquaculture stakeholders through a questionnaire, addressing their knowledge, perceptions, and attitudes toward live fish transportation in the country. The study unveils varied patterns of live fish transportation in Kenya, influenced by the purpose and distance. Private cars are prominent at 26.3%, with Nyanza and Mombasa leading at 35%. Modified vans are prevalent in Central-Nairobi and Western regions (25% and 22.5%, respectively), while public transport is widespread, especially in Central and Nairobi (25%). Purpose-built live fish vehicles dominate in Western and Nyanza (20% and 17.5%, respectively). Crustaceans like lobsters and crabs are primarily exported from the Coastal region (27.5%). Participants generally assessed their knowledge of live fish transportation as moderate, with a basic understanding of fish welfare. Feedback indicates common practices in live fish transport in Kenya as sealed tanks, plastic bags, and purpose-built vehicles. Temperature and oxygen fluctuations poses a significant challenge during transportation across all regions, particularly in Mombasa and Kisumu. The use of anaesthetics, especially for food fish, is infrequently reported. The study revealed favourable perceptions of stakeholders to live fish transportation and welfare, indicating early adoption. Further research is recommended on fish welfare, best management practices, technological advancements, and interdisciplinary studies to enhance the sustainability of live fish transportation sector and fish welfare in Kenya.