Department of Health, Animal Science and Food Safety, Università degli Studi di Milano, Via Celoria, 10, 20133 Milano, Italy.
Department of Agricultural, Food, and Resource Economics, Michigan State University, USA.
Meat Sci. 2019 Mar;149:163-176. doi: 10.1016/j.meatsci.2018.11.019. Epub 2018 Nov 29.
Recent years have seen a notable increase in the popularity of hunted wild game meat (HWGM) among consumers. This has led to a growing number of emerging markets for HWGM in many developed countries, including Europe. However, expansion of these markets is often hampered by the lack of a professional supply chain. The profitability of a supply chain would depend on consumer willingness to purchase HWGM products. This paper aims to (1) segment consumers based on their general attitudes towards HWGM, their perceptions of its safety, animal welfare, orientation concerning wildlife-related values, hunting activities, objective knowledge and socio-demographic factors and (2) assess whether these general attitudes affect consumer intentions to purchase HWGM products. To achieve our objective, a random sample of Italian consumers was recruited. Three different consumer segments were identified: pro-animal consumers, disoriented consumers, and hunted wild game meat eaters. Our findings highlighted an important lack of knowledge among consumers.
近年来，消费者对狩猎野味的需求显著增加。这导致了许多发达国家，包括欧洲，对狩猎野味的新兴市场不断扩大。然而，这些市场的扩张往往受到缺乏专业供应链的限制。供应链的盈利能力将取决于消费者购买狩猎野味产品的意愿。本文旨在（1）根据消费者对狩猎野味的一般态度、对其安全性、动物福利、与野生动物相关价值观的取向、狩猎活动、客观知识和社会人口因素的看法，对消费者进行细分；（2）评估这些一般态度是否会影响消费者购买狩猎野味产品的意愿。为了实现我们的目标，我们招募了意大利消费者的随机样本。确定了三个不同的消费者细分市场：亲动物消费者、迷茫消费者和狩猎野味消费者。我们的研究结果突出表明，消费者存在重要的知识匮乏问题。
