OATAO - Open Archive Toulouse Archive Ouverte Open Access Week

Challenges and prospects for consumer acceptance of cultured meat

Verbeke, Wim and Sans, Pierre and Van Loo, Ellen J. Challenges and prospects for consumer acceptance of cultured meat. (2015) Journal of Integrative Agriculture, vol. 14 (n° 2). pp. 285-294. ISSN 2095-3119

[img]
Preview
(Document in English)

PDF (Author's version) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
436kB

Official URL: http://dx.doi.org/10.1016/S2095-3119(14)60884-4

Abstract

Consumer acceptance of cultured meat is expected to depend on a wide diversity of determinants ranging from technologyrelated perceptions to product-specific expectations, and including wider contextual factors like media coverage, public involvement, and trust in science, policy and society. This paper discusses the case of cultured meat against this multitude of possible determinants shaping future consumer acceptance or rejection. The paper also presents insights from a primary exploratory study performed in April 2013 with consumers from Flanders (Belgium) (n=180). The concept of cultured meat was only known (unaided) by 13% of the study participants. After receiving basic information about what cultured meat is, participants expressed favorable expectations about the concept. Only 9% rejected the idea of trying cultured meat, while two thirds hesitated and about quarter indicated to be willing to try it. The provision of additional information about the environmental benefits of cultured meat compared to traditional meat resulted in 43% of the participants indicating to be willing to try this novel food, while another 51% indicated to be ‘maybe’ willing to do so. Price and sensory expectations emerged as major obstacles. Consumers eating mostly vegetarian meals were less convinced that cultured meat might be healthy, suggesting that vegetarians may not be the ideal primary target group for this novel meat substitute. Although exploratory rather than conclusive, the findings generally underscore doubts among consumers about trying this product when it would become available, and therefore also the challenge for cultured meat to mimic traditional meat in terms of sensory quality at an affordable price in order to become acceptable for future consumers.

Item Type:Article
Additional Information:Thanks to Elsevier editor. The definitive version is available at http://www.sciencedirect.com The original PDF of the article can be found at Journal of Integrative Agriculture website: http://www.sciencedirect.com/science/journal/20953119
HAL Id:hal-01491363
Audience (journal):International peer-reviewed journal
Uncontrolled Keywords:
Institution:Université de Toulouse > Institut National Polytechnique de Toulouse - INPT (FRANCE)
French research institutions > Institut National de la Recherche Agronomique - INRA (FRANCE)
Other partners > Universiteit Gent - UGENT (BELGIUM)
Laboratory name:
Statistics:download
Deposited By: Pierre SANS
Deposited On:04 Mar 2016 10:13

Repository Staff Only: item control page