ABSTRACT
Purpose: The 2019 novel coronavirus (COVID-19) pandemic has affected many countries around the world. Due to the debate on the source of the outbreak, wildlife meat consumption has gained international attention and become an area that requires further exploration. The purpose of this research is to explore the differences in game consumption motivations and behaviours among populations in northern and southern China. Design/methodology/approach: An online survey on wild meat awareness with (potential) game consumers across the country as target groups was conducted. Findings: Results from this study showed that consumers in the southern region have a preference for wildlife. This preference was determined by factors such as natural environment, history and culture and the level of economic development. However, there was no significant difference in the frequency of game consumption between the north and south since game meat is not a major component of the daily diet. Practical implications: The government should consider banning this trade permanently to prevent future disease outbreaks caused by wildlife-to-human transmissions. Originality/value: The consumption of game meat is regional, but the animals in game trades live across a wider area, and thus, game trades have a global influence on ecological systems and human health. Therefore, this epidemic is also a global concern, which might lead people to display a highly negative attitude towards consuming game meat.