Consumer Attitudes, Buying Behaviour, and Sustainability Concerns Toward Fresh Pork: Insights from the Black Slavonian Pig

This study examined Croatian consumer attitudes towards fresh pork from the Black Slavonian pig, focusing on the following sustainability dimensions: environmental, social, economic sustainability, and animal welfare. A survey of 410 consumers was conducted in June 2021, using an online questionnaire assessing consumption habits, breed knowledge, and socio-demographic characteristics. Factor analysis identified four key dimensions: attention to animal welfare, support for local production and biodiversity, origin and information, and price and intrinsic quality. Cluster analysis revealed three distinct consumer segments: conscious consumers (32.4%), value-oriented consumers (37.3%), and uninvolved meat consumers (30.2%). Multinomial logistic regression showed that age, region, family economic status, and place of purchase significantly predicted cluster membership (Nagelkerke R 2 = 0.251, classification accuracy = 52.9%), while gender, education level, and household composition did not. Conscious consumers were characterised by older age, higher income, and a preference for direct purchasing channels, while value-oriented consumers favoured supermarkets and mid-range pricing. These findings highlight the need for improved consumer education, transparent labelling, targeted marketing strategies, and enhanced policy support to promote sustainable indigenous pig breed production and conservation.