Motivation-based segmentation of game meat consumers: A look at the beliefs of food consumers during the COVID-19 crisis in China.

Objectives: This research aims to explore the factors motivate consumers to eat game meat during a multi-state disease outbreak.

Methods: It proposes a segmentation of consumers based on their attitudes toward and reveals the consumers' food beliefs that motivate their actions. Three segments of game meat consumers were identified: identity seekers, health seekers, and taste seekers.

Results: A survey of the potential impact that the COVID-19 crisis has on these three clusters' future food choices showed that the identity and health seekers are more open to a change in food choices. However, the taste seekers are less likely to be influenced by external factors.

Conclusions: This research indicates that for the policymakers, the key is to take game meat consumers as an effective intervention entry point. It is crucial to facilitate healthy food choices and to promote socially- and culturally-appropriate food beliefs by improving public awareness of the risks of game meat, and invest in organic food.

Research Implications: This research provides new insights into the food beliefs of game meat consumers via motivation-based segmentation.