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The proven effectiveness of a bycatch reduction technology (BRT) does not guarantee its adoption by fishermen. This case study evaluated the willingness of Sicilian longline fishermen to use relatively large circle hooks (16/0) as a BRT for loggerhead sea turtles (Caretta caretta). Fishermen tested circle hooks with their fishing vessels and their own commercial fishing gear, and their opinnions before and after trials at sea were recorded. Fishermen said that they would be willing to use circle hooks in months with a high probability of bycatch if an economic incentive was provided and there was also public acknowledgement of their efforts.