Marketing Strategy‐Based Fishers' Segmentation: The Key to Sustainable Fisheries Sector

ABSTRACT This paper attempts to empirically investigate potentially significant differences in perceptions regarding marketing strategies that could enhance economic and environmental sustainability in the sector based on the Structure—Conduct and Performance (SCP) methodological framework. Quantitative data were gathered through personal interviews with fishers around Greece, including both small‐scale (SSF) and large‐scale (LSF) fisheries. A combination of exploratory factor analysis, cluster analysis, and discriminant analysis was employed to identify potentially distinct groups among fishers. Chi‐square tests were employed to examine possible relationships between fishers' willingness for training and funding and cluster membership. Two heterogeneous segments were derived. They were labeled Lowly Innovative and Highly Innovative. The results demonstrate that there are statistically significant differences between the two distinct clusters regarding the adoption of strategic marketing management decisions. The outcomes highlight the requirement of targeted marketing strategies, funding for selective fishing gears, and training programs for sustainable development in the sector.