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Exploring South African consumers' attitudes toward game meat

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dc.contributor.advisor Kempen, E.L.
dc.contributor.advisor Van Eeden, T.S. Wassenaar, Anjolize 2017-08-17T08:42:14Z 2017-08-17T08:42:14Z 2016-11
dc.identifier.citation Wassenaar, Anjolize (2016) Exploring South African consumers' attitudes toward game meat, University of South Africa, Pretoria, <>
dc.description.abstract The study explores South African respondents’ attitudes toward game meat and finds the differences between the attitudes of consumer and non-consumer respondents of game meat toward the following attributes of game meat: sensory characteristics; health benefits; game meat production ethics; animal welfare; safety for human consumption; availability; price; promotion; and preparation. This quantitative study determined the attitudes of 1096 consumers and 310 non-consumers of game meat with an online survey using questionnaires. Recruitment was done through social media and e-mail forwarding. The differences in attitudes between consumer and non-consumer respondents were determined using Fishbein’s attitude-toward-the-object model. Based on attitudes toward individual attributes, respondents classified some product attributes as important in their decision to consume, or not to consume, game meat. Respondents indicated that the availability, sensory characteristics, game meat production ethics and health benefits are considered to be important in their consumption of game meat. To market game meat purposefully, the industry should focus on these attributes. en
dc.language.iso en en
dc.subject Game meat en
dc.subject South African consumers en
dc.subject Attitudes en
dc.subject Sensory characteristics en
dc.subject Health benefits en
dc.subject Game meat production ethics en
dc.subject Animal welfare en
dc.subject Meat safety en
dc.subject Availability en
dc.subject Price en
dc.subject Promotion en
dc.subject Preparation en
dc.subject Fishbein’s attitude-toward-the-object model en
dc.subject.ddc 333.954130968
dc.subject.lcsh Wildlife as food -- Safety regulations en
dc.subject.lcsh Consumers -- South Africa -- Psychology en
dc.title Exploring South African consumers' attitudes toward game meat en
dc.type Dissertation en
dc.description.department Life and Consumer Sciences en MCS (Life and Consumer Sciences)

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