Game meat acceptance in Japan: behavioral determinants and the role of food neophobia

Expanding wildlife populations have caused severe agricultural damage in Japan, yet most culled animals remain underutilized, representing a missed opportunity for sustainable food production. Despite its nutritional and environmental benefits, game meat remains unfamiliar and under-consumed. This study investigated the psychological mechanisms shaping consumer acceptance of game meat by applying an extended Theory of Reasoned Action (TRA) framework incorporating food neophobia and prior experience. Partial least squares structural equation modeling (PLS-SEM) was conducted with survey data from 537 respondents. The extended TRA model explained 54.1 % of the variance in intention. Results identified two key attitudinal dimensions that positively predicted intention: quality perceptions, and sustainability and ethical concerns. In contrast, subjective norms exerted limited influence. Food neophobia negatively affected intentions both directly and indirectly, primarily by diminishing perceptions of quality. Multi-group analysis further revealed significant differences between experienced and inexperienced consumers, particularly in the effects of quality perceptions and situational knowledge, with approximately 40 % of respondents reporting prior experience. These findings highlight the importance of enhancing familiarity, improving quality perceptions, and reducing psychological barriers to promote sustainable game meat consumption in Japan. This research offers valuable and actionable insights for policymakers and industry stakeholders, contributing to a more resilient and sustainable food system by effectively addressing demand-side challenges.