Sustainability, perceived quality and country of origin of farmed salmon: Impact on consumer choices in the USA, France and Japan

•From one-quarter to two-thirds of the market in the US, France, and Japan show a strong preference for domestic farmed salmon.•From one-fifth to two-thirds of these markets prefers imported salmon from Norway.•Domestic preference extends to land-based production, especially in Japan.•Consumers infer multitudes of qualities from origin, including product’s sustainability and healthiness.•It is important to provide consumers with reliable origin information for farmed seafood that also covers land-based production.