“…Although many methodologies such as contingent valuation method (Haghiri, 2014;, analytic hierarchical process (AHP) (Lembo, Jokumsen, Spedicato, Facchini, & Bitetto, 2018;Whitmarsh & Palmieri, 2011, 2009, conjoint analysis (Altintzoglou, Verbeke, Vanhonacker, & Luten, 2010;Claret et al, 2012;Hill, Nelson, Woods, Weese, & Whitis, 2013), focus groups (Claret et al, 2014(Claret et al, , 2012Schlag & Ystgaard, 2013), self-administered questionnaire (Ramalho Ribeiro et al, 2019;Tomić, Lucević, Tomljanović, & Matulić, 2017), factor analysis (Hall & Amberg, 2013) and cluster analysis (Polymeros, Kaimakoudi, Schinaraki, & Batzios, 2015) have been used to study the preferences of consumers for finfish products; most of these methodologies employed elicit consumers' preference information based on data that do not conform to standard neoclassical economic theory. In contrast, DCEs are rooted in a well-tested theory of choice behaviour, the random utility theory (RUT) (Louviere, Flynn, & Carson, 2010).…”