Factors Affecting Consumers’ Cultivated Meat Purchase Intentions

Abstract

Cultivated meat is an innovative product that promises to provide a consumption experience and nutritional value equivalent to conventional meat, with significantly lower negative impacts. The aim of this study is to analyze the factors that influence the purchase intention of cultivated meat. A quantitative study was conducted with 304 Brazilian consumers. The data were analyzed using structural equation modeling. The study proposed a purchase intention model with aspects related to clean production, animal welfare, food safety, naturalness and the moderating effect of food neophobia. The results showed that clean production and food safety had a positive relationship with the intention to purchase cultivated meat. The naturalness of food, on the other hand, had a negative relationship with purchase intent. Furthermore, the higher the level of food neophobia, the less important the influence of clean production became with regard to cultivated meat purchase intentions.