Abstract
Game meat is constantly present on the European meat market, but a limited number of consumers are interested in its consumption. Considering the unique features of wild animal meat, we should explore what pushes consumers to include it in their diet. To identify the motives determining the choice of game meat, a quantitative survey based on the computer-assisted telephone interview (CATI) method was conducted among 450 participants. The statistical analysis based on the logistic regression model allowed us to assess the significance of emotional motives leading to game eating and to investigate the importance of the rational motives related to the quality attributes of game for consumers. It was shown that rational motives influence the consumers’ choice more than emotional factors, while the most important motives are connected with healthcare issues. Consumers, for whom the crucial attributes of quality are taste, nutritional value, and low fat content, constitute a group that might more often include game in their diet in the future. Among the emotional motives, the familiarity, described as a feeling of knowing the product, also has a statistically significant impact on the consumers’ choice. The results obtained may be useful for academic theoreticians and market experts as well.
Highlights
Consumers’ choices are triggered by different motives perceived as the permanent predispositions directing human behavior [1,2]
The results show that the rational motives have a greater impact on game meat choice than emotional reasons
Since game meat is mostly derived from animals living freely, its it hard to keep a stable level of meat parameters, as the taste and composition of nutrients in game is determined, among others, by the animal species, its age, sex, health condition, place of living, diet and by the time and conditions of the acquisition process [58,59]
Summary
Consumers’ choices are triggered by different motives perceived as the permanent predispositions directing human behavior [1,2]. Depending on the effect they cause, two groups of motives can be defined: emotional motives (leading to a comfortable feeling or good mood caused by food consumption) and rational motives (leading to satisfaction related to the consumption of food with specific properties and expected quality) [4]. Both groups of motives, emotional and rational ones, determine the food choice and the frequency of its consumption. According to the generally accepted definition, food quality could be explained as the totality of features and characteristics of food satisfying customers [12]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
