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 is achieved by combining the results of a k-means clustering analysis of the attitudes collected by means of two valuation scales with a choice experiment (CE). According to our results, a positive attitude towards wild game meat has an effect on the willingness to pay for RDM that is >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. Looking only at the mean estimates for carpaccio without considering heterogeneity would lead to neglecting 18% of the sample with a positive willingness to pay (WTP) for this attribute level.

Consumer preferences for red deer meat : a discrete choice analysis considering attitudes towards wild game meat and hunting / E. Demartini, D. Vecchiato, T. Tempesta, A. Gaviglio, R. Vigano'. - In: MEAT SCIENCE. - ISSN 0309-1740. - 146(2018 Dec), pp. 168-178.

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

E. Demartini
Primo
;
T. Tempesta;A. Gaviglio
Penultimo
;
R. Vigano'
Ultimo
2018

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 is achieved by combining the results of a k-means clustering analysis of the attitudes collected by means of two valuation scales with a choice experiment (CE). According to our results, a positive attitude towards wild game meat has an effect on the willingness to pay for RDM that is >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. Looking only at the mean estimates for carpaccio without considering heterogeneity would lead to neglecting 18% of the sample with a positive willingness to pay (WTP) for this attribute level.
Red deer; Meat;Wild meat; Choice experiment; Consumer preferences; Hunting
Settore AGR/01 - Economia ed Estimo Rurale
Filiera Eco-alimentare. Progetto per la valorizzazione delle carni di selvaggina: la gestione di prodotto sostenibile come strumento di stimolo al miglioramento ambientale dei territori alpini
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/585861
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