Consumers’ Perception of In-Vitro Meat in New Zealand Using the Theory of Planned Behaviour Model

Maya Murthy Malavalli,Nazimah Hamid,Ali Seyfoddin,Ye Liu,Kevin Kantono

doi:10.3390/su13137430

Maya Murthy Malavalli, Nazimah Hamid + Show 3 more

Open Access

https://doi.org/10.3390/su13137430

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Abstract

The purpose of this study was to investigate the perception of in-vitro meat (IVM) among New Zealand consumers and to understand their purchase and consumption behaviour using the Theory of Planned Behaviour framework developed in this study. An online survey questionnaire was created using the Qualtrics software to understand the perception of IVM, based on the conceptual framework. Participants (n = 206) were recruited in this survey, and the data collected were subjected to PLS-PM analysis. The conceptual framework was tested for validity, and Goodness of fit (GoF). The internal validity was assessed using Cronbach’s alpha, KMO value, inter-item correlation values (β-coefficients) and p-values. The findings suggest that variables such as environment and sustainability, health and safety, as well as current purchase and consumption behaviour have a strong relationship and a robust effect on IVM purchase and consumption behaviour. Consumers’ cultural beliefs had minimal influence on IVM purchase likelihood. Results in this study also indicated that most New Zealand consumers had neutral opinions in terms of engaging with IVM.

Highlights

In-vitro meat is a type of meat that is produced using animal cells, under laboratory conditions [1]
In order to explore the perception of in-vitro meat (IVM) by New Zealand consumers, quantitative research was conducted using an online survey as it is a research tool that is widely used in consumer science studies, and a useful platform for collecting large amounts of anonymous responses
39% of New Zealand consumers had health and safety concerns about IVM, whereas 45% of consumers were neutral about IVM health and safety (Mean = 3.27, SD = 0.94)

Summary

Introduction

In-vitro meat is a type of meat that is produced using animal cells, under laboratory conditions [1]. The extracted cells usually belong to embryonic stem cells (ESC) [3], adult stem cells (ASC) [4,5], mesenchymal stem cells (MSC) [6,7] or induced pluripotent stem cells (iPSC’s) [4]. These cells are cultured either by scaffolds or self-organising techniques [4] or are cultured in a sterile bioreactor. The extracted cells, under favourable conditions, undergo cell proliferation and differentiation to form myofibers, which eventually form muscle tissues These muscle tissues combine to form skeletal muscles, which can be harvested as edible meat

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