AQUACULTURE HAS BECOME A KEY ACTIVITY FOR COASTAL DEVELOPMENT. DESPITE OF POSITIVE IMPACTS ON EMPLOYMENT, IT IS QUESTIONED BY ITS POTENTIAL NEGATIVE EFFECTS. THIS PAPER ANALYSES THE MOTIVATIONS OF A RURAL COMMUNITY IN CHILE TO REJECT THE INSTALLATION OF AN AQUACULTURE FIRM. THE RESULTS REVEAL THAT POTENTIAL ENVIRONMENTAL IMPACTS, CHANGES IN THE WAY OF LIFE AND ORGANIZATION OF WORK, TOURISM REDUCTION, AND THE DEMAND OF SPECIALIZED LABOR EXPLAIN THIS REJECTION. PAST EXPERIENCES OF THE INDUSTRY IN SOUTHERN CHILE, AND INSUFFICIENT DIALOGUE BETWEEN THE COMMUNITY AND THE COMPANY REINFORCE THIS PERCEPTION.