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

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