Abstract
Non-indigenous fish species (NIFS) are spreading in the Mediterranean Sea, altering species assemblages and reshaping the marine ecosystems. Market-based approach has been promoted as a measure to limit the spread and damages by the NIFS and provide economic revenues to fishers. Understanding drivers of NIFS consumption and documenting consumers’ habits are pivotal in guiding a market strategy. Α custom-made online questionnaire was developed and distributed to Greek consumers through Social Media networks. The majority of consumers: (a) supported that NIFS are causing adverse effects to the marine environment (54%), (b) would consume NIFS products if they encountered them on a restaurant menu (62%), (c) would buy and consume NIFS provided they protect the marine environment and indigenous species (76%), and (d) hanker for the implementation of a quality control certificate on NIFS products (79%). Multivariate models revealed that the most important criteria for the consumers except for taste were the freshness of the products, whether the fish is poisonous, and the hygienic conditions of the fish market and its staff. The results reflected the positive attitude of the Greek consumers towards the consumption of NIFS and highlighted the importance of further promoting a market that could improve fisheries sustainability and challenge non-indigenous species (NIS) proliferation.