Purpose – Carp is a traditional aquaculture fish with decreasing relevance in European markets. Despite this, it is a protein source which could contribute to the worldwide protein supply. Traditional carp ponds are part of human cultural heritage with high relevance for biodiversity. But, market shares of carp are small compared to other seafood market, mainly due to low consumer demand. The aim of this research was to contribute to the discussion on how to increase demand for carp by testing the acceptance of selected preprocessed carp products. Design/methodology/approach – A quantitative online survey was conducted in Germany and Poland with the aim of identifying consumers’ attitudes towards carp and carp products. On this basis recommendations on how to best market carp products are developed. Findings – Carp is perceived to be a fish eaten primarily at Christmas and New Year’s Eve and to be difficult to prepare. The analyses reveal that a potential for novel carp products does exist in Germany and in Poland. The wider introduction of a bonecut filet to the market, a better availability of carp products, and the avoidance of off-flavors are important prerequisites for higher market relevance of carp. Research limitations/implications – In this research consumer preferences were elicited “theoretically” by showing pictures of carp products and asking them for their preferences. In this regard, the results presented here state a general consumer interest and a potential for new carp products. Further research, integrating product tastings might give additional information on the likely success of new types of carp products. Practical implications – In order to let people know about the new products and at the same time to combat the sometimes existent bad image of carp, product tastings, also in combination with information regarding local origin and environmental/cultural impact, should be offered at the point of sale. Originality/value – Carp is a highly sustainable fish and offers a valuable protein source for human consumption. But, in its common ways of market presentation it is not highly appreciated by consumers. This paper demonstrates options of overcoming this situation.

中文翻译：

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如何增加鲤鱼的需求量？德国和波兰的消费者态度和偏好

目的——鲤鱼是一种传统的水产养殖鱼类，在欧洲市场的相关性越来越低。尽管如此，它还是一种蛋白质来源，可以为全球蛋白质供应做出贡献。传统鲤鱼池是人类文化遗产的一部分，与生物多样性高度相关。但是，与其他海鲜市场相比，鲤鱼的市场份额较小，主要是由于消费需求低。这项研究的目的是通过测试选定的预处理鲤鱼产品的接受度，促进关于如何增加鲤鱼需求的讨论。设计/方法/方法——在德国和波兰进行了一项定量在线调查，目的是确定消费者对鲤鱼和鲤鱼产品的态度。在此基础上制定了有关如何最好地销售鲤鱼产品的建议。发现 – 鲤鱼被认为是一种主要在圣诞节和新年前夜吃的鱼，而且很难准备。分析表明，德国和波兰确实存在开发新型鲤鱼产品的潜力。市场上更广泛地引入去骨鱼片、鲤鱼产品的更好供应以及避免异味是提高鲤鱼市场相关性的重要先决条件。研究局限性/影响——在这项研究中，通过展示鲤鱼产品的图片并询问他们的偏好，“理论上”引起了消费者的偏好。在这方面，这里展示的结果表明了消费者的普遍兴趣和新鲤鱼产品的潜力。进一步研究，整合产品品尝可能会提供有关新型鲤鱼产品可能成功的更多信息。实际意义——为了让人们了解新产品，同时打击有时存在的鲤鱼不良形象，产品品尝，并结合有关当地原产地和环境/文化影响的信息，应在销售点。原创性/价值——鲤鱼是一种高度可持续的鱼类，为人类提供了宝贵的蛋白质来源。但是，在其常见的市场呈现方式中，它并没有受到消费者的高度赞赏。本文展示了克服这种情况的选项。原创性/价值——鲤鱼是一种高度可持续的鱼类，为人类消费提供了宝贵的蛋白质来源。但是，在其常见的市场呈现方式中，它并没有受到消费者的高度赞赏。本文展示了克服这种情况的选项。原创性/价值——鲤鱼是一种高度可持续的鱼类，为人类消费提供了宝贵的蛋白质来源。但是，在其常见的市场呈现方式中，它并没有受到消费者的高度赞赏。本文展示了克服这种情况的选项。