Effect of informative claims on the attitude of Italian consumers towards cultured meat and relationship among variables used in an explicit approach

Consumer Response to Novel Foods: A Review of Behavioral Barriers and Drivers

There is a pressing need for a transition toward more sustainable diets, which has become a shared priority for both consumers and businesses. Innovation is becoming increasingly widespread across all facets of the food supply chain. This innovation spans various domains related to production, including sustainable cultivation methods as well as new food technologies like gene editing, new product development like functional foods, and revitalizing underutilized and genetically diverse varieties to preserve biodiversity. However, not all innovative efforts are accepted by consumers and survive in markets. The interwoven and long agri-food supply chains often obscure the feedback loop between production and consumption. Consequently, it is important to understand to what extent consumers embrace these food innovations and form new eating habits. This review aims to investigate the consumer response to novel foods, focusing on behavioral factors, which have yet to receive as much attention as sensory factors. Peer-reviewed empirical articles from the last decade are examined inductively to develop a bird's-eye view of the behavioral barriers to and drivers of consumer acceptance of novel foods. In addition, strategies to overcome the identified challenges associated with the behavioral barriers are reviewed and examined. Based on this, the study links cognitive biases with behavioral factors influencing consumer acceptance of novel foods. This study concludes that the inconvenience associated with abandoning established eating habits is typically perceived as a loss, and avoiding this inconvenience is deemed more worth the risk than the potential gains associated with novel food consumption. This study suggests that framing and placing pro-diversity labels could serve as effective behavioral interventions for marketing strategists and food policymakers.

Determinants of Consumers' Acceptance and Adoption of Novel Food in View of More Resilient and Sustainable Food Systems in the EU: A Systematic Literature Review

This review article aims to provide an up-to-date overview of the main determinants of consumers' acceptance of novel foods (new foods and ingredients) in the EU with emphasis on product's intrinsic properties (sensory characteristics) and individual factors (socio-demographics, perceptive, psychological) by adopting a systematic approach following the PRISMA methodology. Case studies on terrestrial (i.e., insects, cultured meat and other animal origin products, plant-based food including mushrooms, plant-based analogues, pulses, and cereals) and aquatic systems (i.e., algae and jellyfish) are included focusing on age-related and cross-national differences in consumer acceptance of novel foods and ingredients. General trends have emerged that are common to all the novel foods analysed, regardless of their aquatic or terrestrial origin. Aspects such as food neophobia, unfamiliarity, and poor knowledge of the product are important barriers to the consumption of novel foods, while healthiness and environmental sustainability perception are drivers of acceptance. Sensory properties are challenging for more familiar ingredients such as plant-based food (e.g., novel food made by pulses, mushrooms, cereals and pseudocereals). Results are discussed in terms of feasibility of introducing these products in the EU food systems highlighting strategies that can encourage the use of new ingredients or novel foods.

Industrial Research and Development on the Production Process and Quality of Cultured Meat Hold Significant Value: A Review

Cultured meat has been gaining popularity as a solution to the increasing problem of food insecurity. Although research on cultured meat started later compared to other alternative meats, the industry is growing rapidly every year, with developed products evaluated as being most similar to conventional meat. Studies on cultured meat production techniques, such as culturing new animal cells and developing medium sera and scaffolds, are being conducted intensively and diversely. However, active in-depth research on the quality characteristics of cultured meat, including studies on the sensory and storage properties that directly influence consumer preferences, is still lacking. Additionally, studies on the combination or ratio of fat cells to muscle cells and on the improvement of microbiota, protein degradation, and fatty acid degradation remain to be conducted. By actively investigating these research topics, we aim to verify the quality and safety of cultured meats, ultimately improving the consumer preference for cultured meat products.

Consumers' perception of novel foods and the impact of heuristics and biases: A systematic review

According to the definition adopted in the European Union, novel foods are foods that were not consumed to a significant degree within the Union before May 15, 1997. This includes cultivated meat and insects. Novel foods are meant to play a critical role in the transition towards sustainable food systems. However, their success depends on whether and to what extent they will be incorporated into the diets at the population level. This review investigates consumers' perception of novel food products by narratively synthesising results on the influence of heuristics and biases triggered by emotions, personality traits, and socio-cultural factors. Empirical studies conducted in Western countries and published in English after 1997 were eligible, which led to 182 studies being included. Notably, most included studies focused on insects and cultivated meat. Disgust and fear are shown to be the main emotions driving rejection of novel foods, together with food neophobia and specific cultural norms common across countries included in the scope of the review. Familiarity with novel foods and curiosity both led to higher acceptance. Despite being investigated directly in a minority of studies, heuristics and related biases mostly fell under the "affect," the "natural-is-better," and the "trust" heuristics. The review also discusses to what extent consumers' perception reflects in the regulatory framework applicable to novel foods in the European Union, how it influences the regulation of insects and cultivated meat and which lessons can be drawn for the future of the regulatory framework.

Cultivating curiosity: Consumer responses to ethical and product benefits in cultured foods

Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethical vs. product attributes such as sensory and nutritional advantages) interact in determining consumers' willingness to try the products. Study 1 findings indicate that emphasizing ethical benefits is more effective for promoting cultured meat, whereas highlighting product benefits is more effective for promoting cultured fruit. We found that curiosity, a strong behavioral motivator, mediates the interactive effect of product type and benefit type on willingness to try. This research underscores the need for marketing messages to be tailored to the distinct cultured product types and enriches the literature on curiosity as an important mechanism in the context of cultured food acceptance.

The effect of a One Health message intervention on willingness to pay for antibiotic-free animal foods: A randomized controlled trial among Chinese college students

Routine use of antibiotics in livestock for prophylactic purposes is a main driver of antimicrobial resistance, posing a significant threat to the health of humans, animals, and the environment. Ways to motivate farmers to voluntarily reduce antibiotics use need to be explored. Promoting antibiotic-free animal foods is one of the promising strategies. A three-arm double-blind randomized controlled trial was conducted online to explore the impact of a One Health message intervention on Chinese college students' willingness to pay for antibiotic-free animal foods. A total of 389 individuals participated in this study and were randomly assigned to one of the One Health message group, the food nutrition and safety message group, and the no message group. Each participant read a message from the corresponding group and answered a self-report questionnaire. Participants' willingness to pay (WTP) and willingness to buy (WTB) for antibiotic-free pork, eggs, and milk were measured before and after viewing the One Health message, and the results were compared to the other two groups using the Kruskal-Wallis rank sum test and the Bonferroni correction. In the One Health message group, 30.2% (39/129) reported improved WTP for all three foods, compared to 6.2% (8/130) and 13.6% (17/125) in the food nutrition and safety message group and the no message group, respectively. The One Health message intervention had a significant effect on increasing participants' WTP (p < 0.001) and WTB (p < 0.05) for antibiotic-free pork, eggs, and milk. The One Health message intervention is effective in raising participants' WTP for antibiotic-free animal foods. It is hopeful to motivate farmers and producers to voluntarily reduce prophylactic antibiotic use through market demand and consumer choice, leading to a potential decrease in total antibiotics use in livestock. Additionally, integrated approaches based on One Health principles need to be found in the future.

The Heat about Cultured Meat in Poland: A Cross-Sectional Acceptance Study

Cultured meat, produced by culturing animal cells in vitro, is gaining increasing interest. The first products obtained using this technology were authorized for human consumption in Singapore and the United States, and more are likely to follow in other parts of the world. Therefore, it is important to assess the attitudes toward such meat in various populations and understand the grounds for its acceptance and rejection. The present cross-sectional online study of adult Poles (n = 1553) aimed to evaluate knowledge of cultured meat, the main reasons and fears associated with its production and consumption, and willingness to buy it and factors influencing such willingness. Most respondents (63%) were familiar with the concept of cultured meat, and 54% declared to purchase it when available. However, concerns over safety were expressed by individuals accepting (39%) and rejecting (49%) such meat. The main motivations for choosing it included limiting animal suffering (76%) and environmental impacts of meat consumption (67%), although over half of responders willing to buy these products were driven by curiosity (58%). Multiple logistic regression revealed that odds (OR; 95%CI) for accepting cultured meat were significantly increased for adults aged 18-40 (1.8; 1.2-2.7); women (1.8; 1.2-2.7); meat eaters (8.7; 5.6-13.6); individuals convinced that animal farming adversely affects the climate (7.6; 3.1-18.3), surface waters (3.1; 1.2-8.1), and air quality (3.0; 1.2-7.6); those familiar with cultured meat concept (4.2, 2.2-8.4); and those revealing high openness to experience (1.7; 1.2-2.4). The results highlight that the Polish population may be moderately ready to accept cultured meat and identify the groups resistant to accepting it. Well-designed and transparent promotion of these products is required to increase the general public's understanding of the potential benefits and challenges of cultured meat technology.

Food values drive Chinese consumers' demand for meat and milk substitutes

Increasing consumption of alternatives to animal-based food products can have significant implications for the sustainability of global food systems. We utilize consumers' food values to identify the drivers of demand for alternative meat and milk products in China, the world's largest consumer market. Using data from 3015 Chinese consumers, we find that public food values, such as environmental impacts and animal welfare, drive consumers' demand for alternative meat and milk. We estimate that approximately 35% of urban food shoppers constitute the potential market for these products. Plant-based meat alternatives to products with strong consumption dependence, such as pork, must compete on price, while alternatives to products with weak consumption dependence, like milk, are likely to earn market premiums. We estimate that modest consumption of alternative meat and milk products in these markets can improve food system sustainability by lowering China's animal production greenhouse gas emissions by 3.4% in addition to reducing animal slaughtering and potentially decreasing health risks associated with the consumption of animal-based food products.

The roles of growth factors and hormones in the regulation of muscle satellite cells for cultured meat production

Cultured meat is a potential sustainable food generated by the in vitro myogenesis of muscle satellite (stem) cells (MSCs). The self-renewal and differentiation properties of MSCs are of primary interest for cultured meat production. MSC proliferation and differentiation are influenced by a variety of growth factors such as insulin-like growth factors (IGF-1 and IGF-2), transforming growth factor beta (TGF-β), fibroblast growth factors (FGF-2 and FGF-21), platelet-derived growth factor (PDGF) and hepatocyte growth factor (HGF) and by hormones like insulin, testosterone, glucocorticoids, and thyroid hormones. In this review, we investigated the roles of growth factors and hormones during cultured meat production because these factors provide signals for MSC growth and structural stability. The aim of this article is to provide the important idea about different growth factors such as FGF (enhance the cell proliferation and differentiation), IGF-1 (increase the number of myoblasts), PDGF (myoblast proliferation), TGF-β1 (muscle repair) and hormones such as insulin (cell survival and growth), testosterone (muscle fiber size), dexamethasone (myoblast proliferation and differentiation), and thyroid hormones (amount and diameter of muscle fibers and determine the usual pattern of fiber distributions) as media components during myogenesis for cultured meat production.

Is cultured meat a promising consumer alternative? Exploring key factors determining consumer's willingness to try, buy and pay a premium for cultured meat

Cultured meat is a relatively new product, enjoying consumer appreciation as a more sustainable meat option. The present study builds on a sample from a diverse set of countries and continents, including China, the US, the UK, France, Spain, Netherlands, New Zealand, Brazil, and the Dominican Republic and uses partial least square structural equation modelling. The proposed conceptual model identified key factors driving and inhibiting consumer willingness to try, buy, and pay a price premium for cultured meat. Results relate to the overall sample of 3091 respondents and two sub-sample comparisons based on gender and meat consumption behaviour. Food neophobia, having food allergies, being a locavore, and having concerns about food technology were found to be inhibiting factors towards willingness to try, buy, and pay a price premium for cultured meat. Food curiosity, meat importance, and a consumer's perception of cultured meat as a realistic alternative to regular meat were found to be important drivers that positively impacted consumers' willingness to try, buy and pay more. Best practice recommendations address issues facing marketing managers in food retail and gastronomy.

Should and will "cultured meat" become a reality in our plates?

Produced from proliferating cells in bioreactors with a controlled culture medium, "cultured meat" has been presented by its supporters, who are mainly private actors (start-ups), as a sustainable solution to meet the growing demand for animal proteins without weaknesses of animal husbandry in terms of environmental impact, animal welfare or even health. The aim of this chapter is to take stock of current knowledge on the potential benefits and pitfalls of this novel product. Since robust scientific arguments are lacking on these aspects, there is no consensus on the health and nutritional qualities of "cultured meat" for human consumption and on its potential low environmental impact. In addition, many issues related to the market, legislation, ethics and consumer perception remain to be addressed. The way in which this new product is regarded appears to be influenced by many factors related mainly to its price, as well as to the perception of safety, sensory traits but also environmental and nutritional issues. Therefore, research by universities and public research institutes indicates that "cultured meat" production does not present any major advantages in economic, nutritional, sensory, environmental, ethical or social terms compared to conventional meat. Thus, a more balanced diet by diversifying our sources of plant and animal proteins, consuming other meat substitutes, and reducing food losses and waste appear to be more effective short-term solutions to the urgent need of producing enough food for the growing human population (while reducing environmental degradation and animal suffering).