Discovering market segments for hunted wild game meat

摘要: Abstract Recent years have seen a notable increase in the popularity of hunted wild game meat (HWGM) among consumers. This has led to growing number emerging markets for HWGM many developed countries, including Europe. However, expansion these is often hampered by lack professional supply chain. The profitability chain would depend on consumer willingness purchase products. paper aims (1) segment consumers based their general attitudes towards HWGM, perceptions its safety, animal welfare, orientation concerning wildlife-related values, hunting activities, objective knowledge and socio-demographic factors (2) assess whether affect intentions To achieve our objective, random sample Italian was recruited. Three different segments were identified: pro-animal consumers, disoriented eaters. Our findings highlighted an important