RESUMEN
Consumer interest in game meat has increased in recent years. Consumers appreciate its nutritional value but still have many concerns. Based on data from a quantitative study conducted in the group of 450 purposively selected Polish respondents declaring to consume the game meat, consumers were segmented concerning the perception of health risks associated with its consumption. Three separate clusters were identified using hierarchical cluster analysis: Indifferent (42%), Fearful (30%), and Selective (28%). The clusters differed significantly in the perception of the role of game in their lives and taking actions to mitigate the health risks associated with its consumption. In addition, their socioeconomic profiles were significantly different. The Indifferent segment-significantly more often than the other segments-believes that game has a positive impact on health, and the way to counteract the health risks is to not eat raw meat. The Selective segment attaches great importance to the choice of consumption place as a warranty of access to safe meat. The Fearful segment is willing to pay more for good quality meat and search for information. The results proved that the game consumers are not a homogenous group. Recognizing the differences can indicate a path for the traders to efficiently meet the consumers' expectations and needs.
RESUMEN
Game meat is constantly present on the European meat market, but a limited number of consumers are interested in its consumption. Considering the unique features of wild animal meat, we should explore what pushes consumers to include it in their diet. To identify the motives determining the choice of game meat, a quantitative survey based on the computer-assisted telephone interview (CATI) method was conducted among 450 participants. The statistical analysis based on the logistic regression model allowed us to assess the significance of emotional motives leading to game eating and to investigate the importance of the rational motives related to the quality attributes of game for consumers. It was shown that rational motives influence the consumers' choice more than emotional factors, while the most important motives are connected with healthcare issues. Consumers, for whom the crucial attributes of quality are taste, nutritional value, and low fat content, constitute a group that might more often include game in their diet in the future. Among the emotional motives, the familiarity, described as a feeling of knowing the product, also has a statistically significant impact on the consumers' choice. The results obtained may be useful for academic theoreticians and market experts as well.