Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour

Game meat can be considered an alternative to traditional meats and is growing steadily. Previous literature has not investigated why consumers choose or buy game meats. The study draws on the theory of Consumer Choice Value and the Theory of Planned Behaviour (TPB). The moderating influence of food neophobia/neophiliac behaviour is also examined. The data was analysed using Structural Equation Modelling, cluster-analysis, and multigroup analysis. Regarding consumer's choice value, epistemic and social value were found significant. TPB shows that perceived behavioural control was non-significant and to some extent, consumers with food neophobia/neophiliac behaviour moderated the purchase behaviour. Consumer's perceived well-being mediates the relationship between intention and purchase behaviour. It contributes to the breadth of the current theoreticalframework and provides useful insights for retailers and researchers.

Automated summary

This study investigates the reasons why consumers choose or buy game meats and examines the moderating influence of food neophobic/neophiliac behavior. The findings reveal that epistemic and social value are significant factors influencing consumer choice. Additionally, consumer perceived well-being mediates the relationship between intention and purchase behavior.