Department of Marketing, University of Otago, PO Box 56, Dunedin, 9054, New Zealand.
Department of Marketing, University of Otago, PO Box 56, Dunedin, 9054, New Zealand.
Meat Sci. 2022 Dec;194:108964. doi: 10.1016/j.meatsci.2022.108964. Epub 2022 Sep 9.
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.
本研究聚焦于消费者对实验室培育的“培养肉（CM）”与源自昆虫、植物和动物的肉类的反应细节。对 254 名新西兰人进行了访谈。一项词汇联想练习表明，消费者对 CM 的反应主要受情感因素而非认知因素的影响。研究了一般食物恐惧量表、特定 CM 评估量表和购买意向之间的联系。一般食物恐惧量表作为预测指标表现不佳，而 19 分的 CM 评估量表表现良好。将该量表缩减为其七个情感成分，然后再缩减为仅两个关键情感成分，并不会显著降低该量表的预测性能。总的来说，这项研究的结果揭示了基于起源的肉类产品偏好存在非常显著的差异。昆虫蛋白比所有替代品都更不受欢迎，而与更成熟的替代品相比，培养肉也明显不受欢迎。这对 CM 的商业化具有重要意义。
