Marknad för vildsvin? - En studie av marknaden för svenskt vildsvinskött utifrån ett konsumentperspektiv

Sammanfattning: The issue surrounding the Swedish wild boar population has been increasingly acknowledged. The government supports an increase in hunting activity but the market for wild boar meat is lagging behind. Previous studies suggest there is a lack of knowledge concerning consumer interest in buying wild boar meat, which impedes effective marketing initiatives. This thesis aims to, by a qualitative pre-study and a quantitative main study, explore the market for Swedish wild boar meat from a consumer perspective. The results of the thesis indicate that a lack of accessibility and uncertainty in regards to the characteristics of the meat act as a barriers to higher demand. Furthermore a cluster analysis was conducted and a group of presumptive consumers was identified. Finally, attitudes towards hunting and taste preference have been concluded to help explain the purchase intention of wild boar meat.