Fish consumption in developing countries like Bangladesh is increasing with increasing aquaculture production; however, consumers are becoming more aware and concerned about food quality issues. This study investigates consumer preferences and willingness to pay for farmed fish quality attributes in Bangladesh using logit and hedonic price models, respectively. A total of 800 consumers were interviewed about four farmed fish species: pangasius, tilapia, rui and catla using a semi-structured questionnaire. The results showed that catla belongs to the higher price segment, whereas pangasius and tilapia belong to the lower price segment. The results also indicate that price, availability, affordability, safety, nutritional characteristics and socioeconomic characteristics like consumer age, years of schooling, number of kids and household members are significant determinants of consumer preferences. The results furthermore confirmed that consumers pay a price premium for larger fish, its firm and elastic texture, transparent eyes and taste, whereas purchasing a higher quantity, whole fish, fish with odor or swollen abdomen and comparatively more bones reduce the price of farmed fish.