Forest to fork strategy: Examining consumer preferences for wild boar meat

Area of Science:

• Wildlife management
• Food science
• Consumer behavior

Background:

• Rapid expansion of wild boar populations across Europe presents challenges.
• Increasing demand for wild game meat as a nutritious protein source.
• Lack of structured supply chains for hunted game meat in Italy.

Purpose of the Study:

• Investigate consumer acceptance of a wild boar meat market in Italy.
• Examine consumer preferences for product attributes.
• Understand the influence of wildlife value orientations and food values on choices.

Main Methods:

• Discrete choice experiment involving 1719 Italian consumers.
• Latent class analysis to identify consumer segments.
• Analysis of wildlife value orientations and food values.

Main Results:

• Most consumers were initially reluctant to purchase wild boar meat.
• Willingness to pay significantly increased for products with food-health certifications and Italian/regional origin.
• Consumer preferences varied based on wildlife value orientations, ethics, quality, sustainability, convenience, and economic value.

Conclusions:

• A structured wild boar meat supply chain in Italy could be mutually beneficial.
• This strategy can aid in managing wild boar populations effectively.
• Opportunities exist for market development, rural development, and consumer benefit.