Preference Trends in Organic Fish Meat Consumption: The Case of Iğdır Province

This study aims to determine consumer preferences for organic fish and willingness to pay more for it in Iğdır province. Using a simple random sampling method, face-to-face surveys were conducted with 179 consumers, and the data obtained were evaluated using decision tree analysis (CRT). The findings show that 49.2% of participants are willing to pay an additional 50% or less for organic fish, while 50.8% are willing to pay 51% or more. The analysis results revealed that household income is the strongest variable in determining the willingness to pay for organic fish. In addition, demographic factors such as education level, age, and occupation were also found to influence consumers' willingness to pay. The findings emphasize the importance of developing policies and practices aimed at increasing access to organic fish, making prices more affordable, and strengthening consumer confidence to ensure the sustainability of positive attitudes towards organic fish consumption. In this context, the study contributes to understanding organic food consumption behaviors and sheds light on future marketing strategies.