This paper explores attitudes and willingness to pay (WTP) for Norwegian salmon, Iranian rainbow trout, and Iranian narrow-barred Spanish mackerel among Iranian consumers. An interval regression model found that consumption frequency and product attributes affected WTP. Salmon was ranked highest on taste, nutrition, and convenience but lowest on price. The average estimated WTP for salmon was US $14.82, which is higher than for the other species but below the market price. The main challenges for salmon exporters will be to reduce the current high price and to differentiate salmon further in the market
