Preliminary communication

https://doi.org/10.69680/ac.14.2.3

The Role of Perceived Safety When Consuming the Game Meat

Marina Tomić Maksan ; Sveučilište u Zagrebu Agronomski fakultet
Marija Živić ; Sveučilište u Zagrebu Agronomski fakultet
Nikica Šprem ; Sveučilište u Zagrebu Agronomski fakultet

Abstract

Game meat is a food with an excellent nutritional value. This paper’s objective was to segment the consumers with regard to a perceived game-meat safety and to determine whether there was a difference in game-meat consumption behavior between the segments obtained. An online survey was administered, with a convenient sample of 603 respondents in Croatia. An univariate and bivariate data analysis and a hierarchical cluster analysis were performed using the statistical SPSS program. Most respondents had consumed the game meat several times in the year 2023. They most frequently consumed the game meat of a domestic origin—that is, venison (i.e., roe deer) and the wild-boar meat, prepared as a goulash or as the cured-meat products made from game meat. Three groups were identified as follows: game-meat lovers (49.1%), occasionally indifferent consumers (22.4%), and skeptical consumers (28.5%). The identified segments differ in terms of their perceived game-meat safety, previous game-meat consumption behavior, intention to consume the game meat, and their sociodemographic characteristics.

Keywords

game meat, perceived safety, consumer segments

Hrčak ID:

328392

URI

https://hrcak.srce.hr/328392

Publication date:

22.12.2024.

Article data in other languages: croatian

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