South African consumer attitudes underlying the choice to consume game meat.

Currently little is known about the South African game meat consumer market or the underlying attributes driving the choice to consume game meat, limiting the game meat industry's market positioning, growth and ultimately its contribution to food security and economic growth. The study explored attitudes of 1081 consumers through an online survey and structural equation modelling, to determine which game meat attributes were the strongest predictors of the choice to consume game meat. Health benefits and production ethics have the strongest direct relationship with the choice to consume game meat. Availability indicated a moderate and price a weak direct relationship whereas safety had no significant relationship with the choice to consume game meat. Future game meat marketing campaigns may need to emphasise health benefits and production ethics of game meat to stimulate the consumer market in South Africa. The findings from this study will benefit the game meat industry and advance SDG 2 to improve food security and address zero hunger in South Africa. Implementing the recommendations from this study may change consumers' approach to game meat which will also bring about economic change in South Africa.