Consumers’ Attitudes towards Fisheries Products☆

Abstract This study investigates Greek consumers’ behaviour towards fisheries products, identifying possible distinct consumer groups, and examines possible linkages between consumer characteristics and marketing aspects of fisheries products. Using data from an in-person field survey, a Two-Step cluster analysis demonstrated different attitudes among consumers with different profiles and also identified two distinct consumer groups differentiated primarily by income: the low potential aquaculture consumers and the high potential aquaculture consumers, representing 67% and 33% of the total sample, respectively. The study provides evidence that more efficient marketing strategies are probably needed in order to promote aquaculture products’ consumption, and potentially contribute in guiltlessness of the whole sector.