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Misconceptions, lack of knowledge, and negative attitudes towards sharks act as barriers preventing actions required to tackle threats to shark populations, limiting the success of global shark conservation initiatives. Peru, a major player for the international trade of shark products, recently approved the ‘National Action Plan for the Conservation and Management of Sharks, Rays and Chimaeras’ (PAN-Tib); a guiding document for conservation initiatives aimed at these fishes. Within PAN-Tib, the assessment of Peruvians’ current knowledge and attitudes towards sharks is listed as a research priority. Between June and October 2016, 2004 Peruvians were surveyed along the coast to characterize their (i) shark meat consumption patterns, and (ii) knowledge and attitudes towards sharks. Results suggest that shark meat consumption is extended, but not necessarily frequent, and higher in the northern regions of the country. However, 77.5% of shark meat consumers were unaware that they had eaten sharks. Although 57.6% of the participants recognized that sharks are present in Peruvian waters, only 19.4% of the surveyed population was capable of naming at least one local shark species. Moreover, Peruvians have very negative attitudes towards sharks. They fear them and view them as man-eaters, despite this, no shark attacks have ever been reported in the country. These results highlight the need to: (i) encourage sustainable shark meat consumption, and (ii) promote communication campaigns aimed at increasing knowledge about sharks, and their importance as a source of employment and food for coastal communities, as for the national economy. [ABSTRACT FROM AUTHOR]