Investigating Consumer Attitudes About Game Meat: A Market Segmentation Approach

Marina Tomić Maksan, Francesca Gerini () and Nikica Šprem
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Marina Tomić Maksan: Department of Marketing and Innovation in Agribusiness, University of Zagreb Faculty of Agriculture, Svetošimunska cesta 25, 10000 Zagreb, Croatia
Francesca Gerini: Department of Agriculture, Food, Environment and Forestry (DAGRI), University of Florence, Piazzale delle Cascine 18, 50144 Firenze, Italy
Nikica Šprem: Department of Fisheries, Apiculture, Wildlife Management and Special Zoology, University of Zagreb Faculty of Agriculture, Svetošimunska cesta 25, 10000 Zagreb, Croatia

Sustainability, 2025, vol. 17, issue 7, 1-16

Abstract: Game meat is recognized as a high-quality food known for its unique sensory properties and numerous health benefits. Nevertheless, the consumption of game meat is still significantly lower compared to other types of meat. The aim of this study was to identify and describe consumer segments that are more inclined to consume game meat. An online survey was conducted with 603 participants from Croatia, and three consumer segments were identified: game meat lovers, occasional consumers of game meat, and consumers averse to game meat. This segmentation was based on consumer attitudes towards game meat, with the groups differing significantly in their consumption behavior, attitudes towards hunting, hunting experience, and sociodemographic characteristics. These results provide valuable insights for game meat producers and the industry, enabling them to develop targeted marketing strategies that cater to the different preferences and requirements of these consumer segments.

Keywords: game meat; attitudes; consumer; consumer segmentation; food preferences; hunting (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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