Department of Life and Consumer Sciences, University of South Africa, Private Bag X6, Florida 1710, South Africa.
Department of Life and Consumer Sciences, University of South Africa, Private Bag X6, Florida 1710, South Africa.
Meat Sci. 2023 Jul;201:109175. doi: 10.1016/j.meatsci.2023.109175. Epub 2023 Mar 29.
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.
目前，人们对南非野味消费市场或驱动选择野味消费的潜在属性知之甚少，这限制了野味产业的市场定位、增长，最终限制了其对食品安全和经济增长的贡献。本研究通过在线调查和结构方程模型探索了 1081 名消费者的态度，以确定哪些野味属性是选择消费野味的最强预测因素。健康益处和生产伦理与选择消费野味有最强的直接关系。供应情况显示出中等程度的直接关系，而价格则显示出较弱的直接关系，而安全性与选择消费野味之间没有显著关系。未来的野味营销活动可能需要强调野味的健康益处和生产伦理，以刺激南非的消费市场。本研究的结果将使野味产业受益，并推进可持续发展目标 2，以提高南非的食品安全和消除饥饿。实施本研究的建议可能会改变消费者对野味的态度，这也将给南非带来经济变革。
