Consumer Attitudes, Knowledge, and Consumption Behaviours Toward Game Meat in Romania: Evidence from an Online Convenience Sample

Game meat is increasingly discussed as a nutrient-rich alternative source of animal protein, although its consumption remains constrained by limited availability, consumer familiarity, and practical or perceptual barriers. This study assessed attitudes, knowledge, perceptions, and consumption behaviours related to game meat among respondents recruited through an online convenience survey in Romania. Following exclusion of three respondents who did not meet the predefined age criterion, 640 participants were included in the analysis. Data were analysed using descriptive and inferential statistics, multiple correspondence analysis (MCA) with exploratory clustering, and multivariable binary logistic regression. Overall, 75.8% of respondents (95% CI [72.3–78.9]) reported having previously consumed game meat, although consumption was predominantly infrequent. Having family members or friends involved in hunting showed the strongest adjusted association with previous consumption (OR = 4.81, 95% CI [2.59–8.94]), while older age and higher self-rated information were also associated with higher adjusted odds of previous consumption. Exploratory MCA-based clustering suggested three broad respondent profiles characterised by differing levels of familiarity, previous consumption, purchasing knowledge, and perceptions of game meat. Among non-consumers, 50.0% reported willingness to try game meat in the future, although the corresponding multivariable model had limited explanatory power. The principal reported barriers among non-consumers were lack of opportunity (63.2%), discomfort with the idea of eating wild animals (43.4%), and ethical concerns regarding hunting (34.2%). These findings highlight potential considerations for producers, retailers, and policy makers, including market accessibility, consumer information, culinary guidance, and transparent communication regarding product origin and safety. Given the young, student-dominated convenience sample, the findings primarily reflect the perspectives of younger, highly educated respondents in Romania.