Discovering market segments for hunted wild game meat

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.