Consumers’ Preferences for Game Meat Safety: Results from a Choice Experiment

Investigating the determinant of consumer preference for game meat safety is crucial in promoting game meat consumption. In this study, we examined the impact on consumer preferences for a safety attribute, taking the individual risk attitude and the risk perception into account. We used data from a survey and a labeled discrete choice experiment involving 476 Italian consumers and analyzed it with a latent class model. The results show that all consumers gain utility from game meat with this safety claim. Furthermore, consistent groups of consumers who dislike game meat are likely to be risk-averse and perceive game meat as hazardous. Therefore, a marketing or public policy strategy aimed at promoting game meat consumption should focus on reinforcing consumers’ trust in more stringent safety standards. For instance, highlighting the safety measures and inspections involved in the production of game meat can help increase consumer confidence in its safety.