Abstract
This study investigates Greek consumers' behavior towards organic aquaculture products, identifying possible distinct consumer groups and examining possible linkages between consumer characteristics and marketing aspects of organic aquaculture. Using data from an in-person field survey, a two-step cluster analysis demonstrated different attitudes among consumers with different profiles and also identified two distinct consumer groups differentiated primarily by income: the low-potential consumers and the high-potential consumers, representing 34% and 66% of the total sample, respectively. This study provides evidence that consumers' socioeconomic and demographic characteristics are key factors determining the consumers' purchasing behavior for organic aquaculture products. Thus, a market segmentation strategy is needed to allow organic aquaculture production to take advantage of the significant potential for growth in the near future.
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