TY - JOUR
T1 - Discovering market segments for hunted wild game meat
AU - Marescotti, Maria Elena
AU - Caputo, Vincenzina
AU - Demartini, Eugenio
AU - Gaviglio, Anna
N1 - Funding Information:
This research work has been funded by University of Milan – Department of Health, Animal Science and Food Safety (VESPA) “Piano di Sostegno alla Ricerca 2017 – Linea 2 Azione A)”; and Fondazione Cariplo “Bandi Ambiente 2016” – Progetto “Processi di Filiera Eco-Alimentare – La gestione di prodotto sostenibile per lo sviluppo dei territori alpini”.
Publisher Copyright:
© 2018 Elsevier Ltd
PY - 2019/3
Y1 - 2019/3
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
UR - http://www.scopus.com/inward/record.url?scp=85058366957&partnerID=8YFLogxK
U2 - 10.1016/j.meatsci.2018.11.019
DO - 10.1016/j.meatsci.2018.11.019
M3 - Article
C2 - 30557774
AN - SCOPUS:85058366957
SN - 0309-1740
VL - 149
SP - 163
EP - 176
JO - Meat Science
JF - Meat Science
ER -