VESPA, Department of Health, Animal Science and Food Safety, University of Milano, Via Celoria 10, 20133 Milano, MI, Italy.
LEAF, Department of Land, Environment, Agriculture and Forestry, University of Padova, Campus di Agripolis, Viale dell'Università 16, 35020 Legnaro, PD, Italy.
Meat Sci. 2018 Dec;146:168-179. doi: 10.1016/j.meatsci.2018.07.031. Epub 2018 Jul 27.
This study aims to analyse consumer preferences for red deer meat (RDM) (Cervus elaphus) by conducting a case study in northern Italy. This analysis considers how the attitudes of consumers towards wild game meat and hunting might influence such preferences. This goal is achieved by combining the results of a k-means clustering analysis of the attitudes collected by means of two valuation scales with a discrete choice experiment (CE). According to our results, a positive attitude towards wild game meat has an effect on the willingness to pay (WTP) for RDM that is more than 3 times greater than being in favour of hunting. An analysis of the heterogeneity of consumer preferences allowed us to identify the presence of an important niche market for RDM served as carpaccio. Examining only the mean estimates for carpaccio without considering heterogeneity would lead to neglecting 18% of the sample with a positive willingness to pay for this attribute level.
本研究旨在通过在意大利北部进行案例研究来分析消费者对红鹿肉（RDM）（Cervus elaphus）的偏好。通过结合通过两种评估量表收集的消费者对野味和狩猎态度的聚类分析结果与离散选择实验（CE），分析了消费者对野味的态度和狩猎可能会如何影响这种偏好。我们的研究结果表明，对野味的积极态度对 RDM 的支付意愿（WTP）的影响是支持狩猎的 3 倍以上。对消费者偏好异质性的分析使我们能够确定 RDM 作为生牛肉片的重要利基市场的存在。仅分析生牛肉片的平均值而不考虑异质性，将导致忽略样本中 18%对该属性水平具有积极支付意愿的消费者。
