Consumer preferences for an invasive species as a seafood option – evidence from discrete choice experiments

Abstract Lionfish, as an invasive species, significantly disrupts marine ecosystems. Promoting lionfish as eatable seafood among consumers may effectively reduce the lionfish population, alleviating its impact on marine ecosystems. The primary goal of this article is to assess lionfish’s market potential and determine an effective policy instrument to nudge consumers’ preference for lionfish. Discrete choice experiments are used to elicit consumer preferences for seafood dishes. In addition, we use a split-sample approach to test the effects of providing information about the ecological benefit of eating lionfish. Results indicate that consumer willingness-to-pays for other fish species were substantially higher than that of lionfish, even with the information treatment.