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.
Appetite. 2022 Dec 1;179:106307. doi: 10.1016/j.appet.2022.106307. Epub 2022 Sep 9.
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.
培养肉是一种相对较新的产品，作为一种更可持续的肉类选择，受到消费者的赞赏。本研究基于来自不同国家和地区的样本，包括中国、美国、英国、法国、西班牙、荷兰、新西兰、巴西和多米尼加共和国，并使用偏最小二乘结构方程建模。所提出的概念模型确定了推动和抑制消费者尝试、购买和支付培养肉溢价意愿的关键因素。结果涉及到 3091 名受访者的总体样本以及基于性别和肉类消费行为的两个子样本比较。研究发现，对食物的恐惧、食物过敏、本地食物偏好和对食品技术的担忧是抑制尝试、购买和支付培养肉溢价意愿的因素。对食物的好奇心、对肉类的重视以及消费者对培养肉作为常规肉类的现实替代品的看法，是对消费者尝试、购买和支付意愿产生积极影响的重要驱动因素。最佳实践建议解决了食品零售和美食领域营销经理面临的问题。
