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 R2 = 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.
Milković et al. (2026) studied this question.