Investigating the Acceptance of a New Bivalve Product in the Greek Shellfish Market: The Non-Indigenous Pearl Oyster Pinctada imbricata radiata

Greece exhibits the lowest seafood per capita consumption amongst European Mediterranean countries, and investigation of consumer attitudes to new products would bridge gap among producers consumers by promoting vertical integration supply chain. However, limited information exists about preferences for bivalves in wild particular. The present study aims investigate, first time, consumers’ towards purchase bivalves, more specifically, edible pearl oyster Pinctada imbricata radiata, Greek shellfish market. Adult participants from entire country completed a questionnaire covering basic marketing aspects bivalve consumption, such as choice, purchase, reasons consuming confidence product’s hygiene certification, media influence, etc. Data analysis included uni- multi-variate statistics examine possible relations between demographics socio-economic characteristics, aspects. Results showed that majority chooses traditional shops purchasing oysters, prefers certification quality, trusts confirmation provided veterinary authorities. Consumers’ vary considerably according their characteristics. Multivariate models revealed married, highly educated live urban places were reluctant try accept an innovative way market supply. results reflect positive attitude oyster, fact be helpful decision makers planning production, which turn promote