Background. Bush (wild animal) meat consumption is culturally significant in Nigeria, yet concerns about product authenticity remain largely unaddressed. The study aimed to investigate consumer perceptions, preferences and concerns regarding bush meat consumption in Nigeria. This work is among the first to provide an insightful investigation into consumer perceptions, preferences and concerns regarding bush meat authenticity in Nigeria. An online survey was conducted to gather data from Nigerian consumers on consumption habits, authentication concerns, sources of fraud, knowledge of biodiversity protection and governmental interventions. Descriptive statistics were used to summarise the data.
Results and conclusions. Key findings revealed significant concerns about product authenticity among consumers, with nearly half expressing concerns about the authenticity of bush meat. Moreover, a significant proportion of respondents lacked awareness of protected species and had limited confidence in government regulations. The consumers who ate bush meat frequently associated it with sensory appeal and health benefits, whereas non-consumers expressed concerns about its safety and potential health risks. The findings underscore the urgent need for collaborative efforts between government agencies, industry stakeholders and consumers to address food fraud and ensure the sustainable and safe consumption of bush meat. Strengthening consumer protection measures through improved regulatory oversight, public education and the implementation of authenticity verification techniques is crucial for safeguarding public
health, biodiversity and consumer trust.