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Rombach M, Dean D, Vriesekoop F, de Koning W, Aguiar LK, Anderson M, Mongondry P, Oppong-Gyamfi M, Urbano B, Gómez Luciano CA, Hao W, Eastwick E, Jiang ZV, Boereboom A. Is cultured meat a promising consumer alternative? Exploring key factors determining consumer's willingness to try, buy and pay a premium for cultured meat. Appetite 2022; 179:106307. [PMID: 36089124 DOI: 10.1016/j.appet.2022.106307] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/12/2022] [Revised: 08/15/2022] [Accepted: 09/04/2022] [Indexed: 11/02/2022]
Abstract
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.
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Affiliation(s)
- Meike Rombach
- Faculty of Agribusiness and Commerce, Lincoln University, PO Box 85084, Lincoln, Canterbury, 7647, New Zealand
| | - David Dean
- Faculty of Agribusiness and Commerce, Lincoln University, PO Box 85084, Lincoln, Canterbury, 7647, New Zealand
| | - Frank Vriesekoop
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom; Department of Food Technology, HAS University of Applied Science, Den Bosch, the Netherlands.
| | - Wim de Koning
- Faculty of Agribusiness and Commerce, Lincoln University, PO Box 85084, Lincoln, Canterbury, 7647, New Zealand; Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom; Department of Food Technology, HAS University of Applied Science, Den Bosch, the Netherlands
| | - Luis Kluwe Aguiar
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Martin Anderson
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Philippe Mongondry
- Department of Food and Bioresource Science & Technology, Groupe ESA, Angers, France
| | - Mark Oppong-Gyamfi
- Department of Food and Bioresource Science & Technology, Groupe ESA, Angers, France
| | - Beatriz Urbano
- Department of Agricultural and Forrest Engineering, University of Valladolid, Valladolid, Spain
| | | | - Wendy Hao
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Emma Eastwick
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Zheng Virgil Jiang
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
| | - Anouk Boereboom
- Food Land and Agribusiness Management Department, Harper Adams University, Newport, Shropshire TF10 8NB, United Kingdom
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