Bangladesh is the 5th largest aquaculture-producing country in the world and the aquaculture industry is more focused on quantity than quality. It might result in several health issues and deter customers from eating fish. It is critical to evaluate the consumers’ knowledge, attitudes, and preferences for the quality of fis h. Therefore, t he main objective of the study is to estimate consumers’ willingness to pay (WTP) for safer fish and determine the factors influencing their WTP for s afer fish. This study used a conjoint choice experiment analysis to determine the willingness to pay for three main aquaculture species in Bangladesh namely, Tilapia, Pangas, and Rohu. Additionally, the study explored potential constraints consumers face in consuming safer fish. Primary d ata has been collected from 600 consumers through a questionnaire survey from Dhaka, Mymensingh, Rajshahi , Jashore , Bogura, and Chittagong districts in Bangladesh . D escriptive statistics and conditional logit models have been used as analytical tools. It is found that the consumers in Bangladesh consume fish for 4 days or more within a week; and among the three species, they spend more on Rohu fish which is 34.83% of their total expenditure for fish. The preliminary results showed that production environment, gill color, other visible attributes, contamination of microbial, heavy metal and antibiotics, selling condition, certification from authority, inspection by BFSA (Bangladesh Food Safety Authority) , age, and income are significant variables that play vital roles in consumers’ choices for three different species of fish . T his study suggested that stakeholders and policymakers should pay attention to the quality of the fish more specifically on the safer quality attributes and the inspection of them which will encourage the consumers to consume more fish for their protein intake and that may help the fish farmers to earn more and may help to reduce health issues in Bangladesh.