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

Abstract

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