Consumer acceptance of cultured meat in urban areas of three cities in China. (December 2020)

• Record Type: Journal Article
• Authors: Zhang, Meng; Li, Lei; Bai, Junfei
• Is Part Of: Food control. Volume 118(2020)
• Publication Date: 2020-12
• Subjects: Artificial meat -- Cultured meat -- Consumer acceptance -- Chinese consumers -- WTP; Food -- Quality -- Periodicals; Food -- Analysis -- Periodicals; Food handling -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Analyse -- Périodiques; Hygiène alimentaire -- Périodiques; Food -- Analysis; Food handling; Food -- Quality; Periodicals; Electronic journals; 664.07
• DOI: 10.1016/j.foodcont.2020.107390
• Languages: English
• ISSNs: 0956-7135

Abstract

Abstract: Cultured meat is not only conducive to close the gap between supply and demand of livestock products, but also of great significance to the green development of meat industry, food safety and food security. However, there is great uncertainty about whether the meat will be accepted by consumers, and consumer-related research is still in its infancy especially in China. To take early research on consumer attitudes towards the novel meat, this paper investigated consumer awareness of, acceptance of and willingness to pay for artificial meat firstly, and then explored those for cultured meat after information provision, by a questionnaire survey (n = 1, 004) in three cities, Beijing, Qingdao and Tai'an. The results showed that the overwhelming majority were unacquainted with artificial meat including cultured meat. Nearly 22% were opposed to artificial meat, and approximately 50% remained neutral. However, after reading the information about cultured meat, only 12% of respondents were opposed, and the percentage that remained neutral decreased to 40%, which signified that respondents may have had a misconception about the novel meat and information provision was an effective way to encourage the public to express their opinions and be more accepting. More than 70% were willing to taste or purchase cultured meat, with an estimated willingness to pay 2.2% more than the price of conventional meat. Younger males with a higher education, those who thought highly of the meat and more satisfied with the government's regulation of food safety were more likely to accept and try cultured meat. Increasing consumer acceptance of cultured meat is a long way off but promising. Highlights: The overwhelming majority in China had a limited knowledge of cultured meat. Most consumers didn't oppose cultured meat and knowledge increased its acceptance. Consumers with different characteristics showed different attitude to cultured meat. More than 70% were willing to taste or purchase cultured meat. Consumers were willing to pay 2.2% more than the price of conventional meat.