Consumers’ behavior towards sea urchin and preferences towards their origin certification and place of consumption may condition their market. In this context, the aim of this research was to elicit the preferences and perceptions of Italian sea urchin dishes using a discrete choice experiment (DCE) approach. A field survey of 453 respondents in Apulia (southern Italy) was conducted for this purpose. The DCE revealed that the origin certification of sea urchin provided Apulia’s consumers a high utility with a great pleasurable service in restaurants in which this species was served as a principal dish or seasoned with pasta or pizza. The DCE also showed that the consumption utility of sea urchin was related to a greater influence by place of purchase, place of consumption, technique of conservation, appearance, quality label, fishing zone, low price, male buyer, and, finally, medium and high incomes. Furthermore, Apulian consumers were willing to pay EUR 10.53/dish as an overall average for safe and certified sea urchin consumption. Given this, this research may promote the creation of a local sea urchin brand through the adoption of a market policy and a particular regulation related to the certification of origin, enhancing the competitiveness of this marine heritage species.