We investigated consumer preferences for wild and farmed fish in an experiment with 276 participants in France. The experiment consisted of three rounds—each round included a survey, sensory trials, and bidding. The survey results indicate consumers (1) perceive wild fish best for safety and health and farmed fish best for environmental sustainability and fish welfare; (2) rank salmon the highest on many attributes; and (3) prefer wild fish originating from the North Atlantic to farmed fish from France and northern Europe, and they rank farmed fish originating from developing countries lowest. In the sensory trials, salmon received the highest hedonic scores, followed by monkfish and cod, while pangasius scored significantly lower. Willingness to pay for salmon was almost as high as for monkfish and higher than for cod, while WTP for pangasius was substantially lower.

JEL Codes: C91, D12, Q22.