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Meat Sci. 2018 Dec;146:168-179. doi: 10.1016/j.meatsci.2018.07.031. Epub 2018 Jul 27.

Consumer preferences for red deer meat: a discrete choice analysis considering attitudes towards wild game meat and hunting.

Author information

1
VESPA, Department of Health, Animal Science and Food Safety, University of Milano, Via Celoria 10, 20133 Milano, MI, Italy.
2
LEAF, Department of Land, Environment, Agriculture and Forestry, University of Padova, Campus di Agripolis, Viale dell'Università 16, 35020 Legnaro, PD, Italy. Electronic address: daniel.vecchiato@unipd.it.
3
LEAF, Department of Land, Environment, Agriculture and Forestry, University of Padova, Campus di Agripolis, Viale dell'Università 16, 35020 Legnaro, PD, Italy.
4
AlpVet, Studio Associato AlpVet, Crodo, VB, Italy; Ars.Uni.VCO, Ass.ne per lo sviluppo della cultura, degli studi universitari e della ricerca nel Verbano Cusio Ossola, Via Antonio Rosmini, 24, 28845 Domodossola, VB, Italy.

Abstract

This study aims to analyse consumer preferences for red deer meat (RDM) (Cervus elaphus) by conducting a case study in northern Italy. This analysis considers how the attitudes of consumers towards wild game meat and hunting might influence such preferences. This goal is achieved by combining the results of a k-means clustering analysis of the attitudes collected by means of two valuation scales with a discrete choice experiment (CE). According to our results, a positive attitude towards wild game meat has an effect on the willingness to pay (WTP) for RDM that is more than 3 times greater than being in favour of hunting. An analysis of the heterogeneity of consumer preferences allowed us to identify the presence of an important niche market for RDM served as carpaccio. Examining only the mean estimates for carpaccio without considering heterogeneity would lead to neglecting 18% of the sample with a positive willingness to pay for this attribute level.

KEYWORDS:

Choice experiment; Consumer preferences; Hunting; Meat; Red deer; Wild meat

PMID:
30173016
DOI:
10.1016/j.meatsci.2018.07.031
[Indexed for MEDLINE]
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