This paper analysed the need for fundamental education of consumers to create attitudes and behaviours favouring the promotion of the idea of sustainable development and sustainable consumption. The methodology applied included the use of logical analysis of secondary data available in research, plus normative and legal literature. The analysis of gathered data indicated that a reduction of adverse environmental effects of livestock farming and meat production could be achieved by increasing the focus on consumer education, in particular on the risk of mass production. Game meat in Poland is beginning to enter the next product life cycle very slowly and gradually through the promotion of meat products. If these measures are continued at the present level, consumer acceptance of this type of meat could increase. At the same time, it was found that appropriate education of the population and building a sense of social responsibility may allow for the introduction of positive changes in hunting management, e.g., the marketing of fresh meat.