A marketing survey on Greek consumers' attitudes towards fish

The commercial fish industry in Greece traditionally represents one of the most important natural resource-based industries. The process by which the wide variety of seafood products moves from the deck of a trawler, or the fish farm, to the consumer's dish is rather complicated. Considering the various species marketed, the seasonal nature of the many domestic and foreign supplies, the specific quality and safety attributes, and a multitude of processing methods and products, the effective marketing of seafood products becomes very demanding. The present survey evaluates the Greek consumers' attitude towards wild and farmed fish in order to understand and satisfy market needs. The results of this study mainly indicate that fish consumption pattern is age-dependent. In addition, four consumer clusters are identified, with clear-cut socio-demographic profiles.