Since 2014, the provision of the aquatic ecosystem services has been gradually affected due to the biological invasion of Callinectes sapidus (Rathbun, 1896, Crustacea, Decapoda, Portunidae), commonly known as Atlantic blue crab, across several lagoon-like locations in Italy. In addition, this serious aquatic invasive species, native of North American coasts, has already inflicted economic damage of about EUR 100 million to the Italian fishing and farming communities over the past year. To counter their severe and rapid spread, the Italian Government has encouraged the fishing communities to catch as many as possible and commercially exploit them for human consumption in an attempt to manage their expansion. Since there is an ongoing promotion for the consumption of blue crab by forging novel food businesses in Italy, this paper aims to predict the public preferences and their willingness to pay (WTP) towards this biological invader. For this purpose, a discrete choice experiment approach is used, by means of a multinomial logit model (MNL) and latent class model (LCM). The social field survey involves a representative sample of 440 valid respondents in Apulia Region, southern Italy. The descriptive statistics results reveal that 67.50% of the local citizens interviewed know about the blue crab invasion, while 29.09% of them have already consumed this seafood species. In addition, the MNL results show that the most appreciated attributes of the blue crabs by respondents are freshness and large size. Further, the LCM findings reveal two representative classes of Apulian consumers; the first group of citizens (70.9% of total respondents) expresses positive appreciation for consuming blue crabs, while the second group (29.1% of total respondents) is not willing to pay a premium price regarding this potential commercial activity. Furthermore, the econometric results show that the average value that Apulian’s (i.e. those belonging to Class/Group I of respondents) WTP for blue crabs’ consumption is about EUR 18 per kilogram. In this regard, this research has public and private implications and may reasonably promote the commercial exploitation of blue crabs, enhancing the reduction of its population density through human consumption as a promised management control strategy and forging a novel profitable business mainly for local small-scale artisanal fisheries.
