Journal
MEAT SCIENCE
Volume 194, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.meatsci.2022.108964
Keywords
Clean meat; Cultured meat; Food perceptions; Food neophobia; Scale; Affective; Low involvement; Food ethics and sustainability
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This study found that consumer response to lab grown 'cultured meat' and meat derived from insects, plants and animals is mainly influenced by affective factors. The general neophobia scale performed poorly as a predictor, while the CM evaluation scale performed well, with preferences for meat products varying based on their origins, with insect protein being strongly disfavoured.
This study focuses on the details of consumer response to lab grown 'cultured meat (CM)', compared to meat derived from insects, plants and animals. A sample of 254 New Zealanders were interviewed. A word association exercise revealed that consumer reaction to CM was dominated by affective, rather than cognitive factors. The linkages between a general food neophobia scale, a specific CM evaluation scale and purchase intent were studied. The general neophobia scale performed poorly as a predictor, while the 19-point CM evaluation scale performed well. Reducing this scale to its seven affective components, and then to just the two key affective components did not significantly reduce the scale's predictive performance. Overall, the results of this research reveal very significant differences in preference for meat products based upon their origins. Insect protein was strongly disfavoured over all alternatives, while cultured meat was significantly disfavoured compared to more established alternatives. The implications of this for the commercialisation of CM are discussed.
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