Molluscan aquaculture is often promoted as an alternative to wild shellfisheries, yet expansion of growing areas is sometimes opposed by groups concerned with aesthetics and use conflicts. Amidst these conflicts, public preferences remain unquantified in rigorous terms. This article presents a discrete choice experiment that elicits preferences for large-scale molluscan aquaculture with different production technologies and impacts. Results for a Connecticut (US) case study show that willingness to pay (WTP) is heterogeneous, with the largest effects on preferences due to localized water clarity impacts and employment gains. Preferences vary over alternative locations for growing areas but are positive on average, suggesting widespread public support. Results suggest that policies aiming to optimize WTP for molluscan aquaculture expansion should allow aquaculture attributes to vary over locations, consistent with public preferences. [ABSTRACT FROM AUTHOR]