Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 163-176 |
| Number of pages | 14 |
| Journal | Meat Science |
| Volume | 149 |
| DOIs | |
| Publication status | Published - 2019 Mar 1 |
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Keywords
- Cluster analysis
- Consumer segmentation
- Hunted wild game meat
- Hunting
- Italian consumer
ASJC Scopus subject areas
- Food Science
Cite this
Discovering market segments for hunted wild game meat. / Marescotti, Maria Elena; Caputo, Vincenzina; Demartini, Eugenio; Gaviglio, Anna.
In: Meat Science, Vol. 149, 01.03.2019, p. 163-176.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Discovering market segments for hunted wild game meat
AU - Marescotti, Maria Elena
AU - Caputo, Vincenzina
AU - Demartini, Eugenio
AU - Gaviglio, Anna
PY - 2019/3/1
Y1 - 2019/3/1
N2 - 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.
AB - 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.
KW - Cluster analysis
KW - Consumer segmentation
KW - Hunted wild game meat
KW - Hunting
KW - Italian consumer
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U2 - 10.1016/j.meatsci.2018.11.019
DO - 10.1016/j.meatsci.2018.11.019
M3 - Article
VL - 149
SP - 163
EP - 176
JO - Meat Science
JF - Meat Science
SN - 0309-1740
ER -