Resenting hunters but appreciating the prey? : Identifying moose meat consumer segments

Abstract

As traditional meat production has become stigmatized for several reasons, consumer interest in game as an ethical and ecological meat alternative has increased. However, game meat is typically harvested through hunting, toward which consumers may have very divided attitudes. Concurrently, game meat is still valued as food. This interesting mismatch raises questions as to what types of game meat consumer segments exist and whether the value of ecological food can surpass the negative attitudes toward hunting. This pilot study focused on consumer segments interested in European moose meat in Finland and analyzed how attitudes toward hunting reflect opinions on moose meat. The data were based on a survey (n = 199) conducted in 2018. The results indicated three potential consumer segments (established, skeptical, and ambivalent) for moose meat and show that respondent attitudes toward hunters constitute a large part of the attitudes toward hunting in general.