How Do Consumers Perceive Cultured Meat in Croatia, Greece, and Spain?

Paula Franceković,Federico J A Perez-Cueto,Lucía García-Torralba,Eleni Sakoulogeorga,Tea Vučković

doi:10.3390/nu13041284

Paula Franceković, Federico J A Perez-Cueto + Show 3 more

Open Access

https://doi.org/10.3390/nu13041284

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Journal: Nutrients	Publication Date: Apr 14, 2021
Citations: 27	License type: CC BY 4.0

Affiliation: University of Copenhagen

Abstract

The meat production industry is one of the leading contributors of greenhouse gas emissions. Cultured meat presents itself as a potential eco- and animal-friendly meat substitute which has the potential to eradicate animal cruelty and reduce both the environmental footprint and the risk of zoonotic illnesses, while delivering a nutrient-dense product. The purpose of this study was to investigate how consumers perceive cultured meat and if the frequency of meat consumption is related to their intention of trying or purchasing cultured meat. Data were collected online in 2020 from Croatia, Greece, and Spain. Among the 2007 respondents, three segments were identified according to meat consumption and variety, plus an a priori identified group of “non-meat eaters”. Sixty percent perceived cultured meat as kind to animals, 57% as unnatural, 45% as healthy and environmentally-friendly, 21% as disgusting, and only 16% as tasty. Although 47% of the respondents had not heard of cultured meat before, 47% would taste it and 41% would purchase it for the same price as conventional meat. This indicates that consumers from Croatia, Greece and Spain might be likely to purchase cultured meat if sold at an affordable price.

Highlights

IntroductionIt is based on tissue engineering techniques and seems to be a promising solution for producing meat, while eradicating animal cruelty and reducing both the environmental footprint and the risk of zoonotic illnesses [1]
This is in accordance with the research of Wilks et al [11], in which they found that vegetarians and vegans had more positive perceptions of some aspects of cultured meat but that they were significantly less willing to consume it than omnivores
The key insights of the study are: First, meat-avoiding or low frequency meat consumers are mostly motivated by the environment and animal welfare, while the other segments are mostly motivated by health in their pursuit of meat reduction

Summary

Introduction

It is based on tissue engineering techniques and seems to be a promising solution for producing meat, while eradicating animal cruelty and reducing both the environmental footprint and the risk of zoonotic illnesses [1]

Objectives

Methods

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Discussion

Conclusion