The population of the Northern temperate eel species (Anguilla spp.) has undergone a significant decline, resulting in their classification as Endangered (American eel Anguilla rostrata and Japanese eel Anguilla japonica) or Critically Endangered (European eel Anguilla anguilla) by the IUCN. The growing global demand for Japanese cuisine and processed eel products could potentially exacerbate the vulnerability of these species. This research examines the acceptability of conservation policies among Japanese consumers. A discrete choice experiment was employed to investigate the social acceptance of target levels for national eel consumption reduction and to examine the trade-offs made by individuals between various policy instruments (e.g., combat against illegal trade, research on artificial reproduction, shift to substitute species, public awareness campaigns, eco-labelling) and the costs that they may be willing to incur. The econometric analysis identified two distinct groups with contrasting preferences. The first group exhibited strong support for the current situation. Conversely, the second group expressed preferences for expanding public intervention. We further explored the sources of heterogeneity. Paradoxically, we found that education attainment and environmental knowledge in relation to consumption motivations influenced individual preferences for the status quo. However, individuals with higher pro-environmental attitudes are more likely to accept a national target of consumption reduction. They are willing to pay for demand-oriented policy instruments to complement existing supply-side measures