Exploring South African consumers’ attitudes towards game meat—Utilizing a multi‐attribute attitude model

Abstract

AbstractThe study explored the use of a multi‐attribute approach, Fishbein’s attitude‐towards‐the‐object model, in finding the differences between the attitudes of consumers and nonconsumers of game meat among South African respondents towards the following attributes of game meat: sensory characteristics; health benefits; game meat production ethics; animal welfare; safety for human consumption; availability; and price. This quantitative study determined the attitudes of 1,096 consumers and 310 nonconsumers of game meat with an online survey. Based on attitudes towards individual attributes, as determined by Fishbein’s attitude‐towards‐the‐object model, respondents classified some product attributes as important in their decision to consume, or not to consume, game meat. Respondents indicated that the availability, sensory characteristics, game meat production ethics and health benefits are considered to be important in their decision to consume game meat.