BACKGROUND: Oyster refinement using land-based pond systems is a new activity in the Dutch oyster sector. It increases the oyster's tissue weight and changes its sensorial properties. However, the response of Dutch consumers towards refined oysters is unknown. The research aim was to gain insight into the importance of oyster quality parameters, drivers for oyster consumption, and acceptance of refined oysters by Dutch consumers, taking into account the information given to them about the product and process. RESULTS: Taste, texture, and odor are the most important oyster quality characteristics for Dutch consumers. The outcome of questionnaires showed that willingness to buy and pay is influenced by factors such as the oysters' country of origin, cultivation area, and flavor profile. Refinement did not affect willingness to buy and pay. Furthermore Dutch consumers seem to have a preference for the flavor profile of refined oysters. Consumer evaluation showed that refined Pacific cupped oysters were perceived as sweeter compared with non-refined oysters. When information on the cultivation process was disclosed, overall appreciation of refined oysters by consumers increased. CONCLUSION: New insights in the importance of oyster quality characteristics for Dutch consumers are generated that can be used in the development of refined Pacific cupped oysters.