Perceptions of Cultivated Meat in Millennial and Generation X Consumers Resident in Aotearoa New Zealand

Caroline Giezenaar, A. Jonathan R. Godfrey, Olivia J. Ogilvie, Petra Coetzee, Maheeka Weerawarna N.R.P., Meika Foster and Joanne Hort ()
Additional contact information
Caroline Giezenaar: Food Experience and Sensory Testing (Feast) Lab, School of Food and Advanced Technology, Massey University, Palmerston North 4410, New Zealand
A. Jonathan R. Godfrey: Statistics Group, School of Mathematical and Computational Sciences, Massey University, Palmerston North 4410, New Zealand
Olivia J. Ogilvie: Biomolecular Interaction Centre, School of Biological Sciences, University of Canterbury, Christchurch 8041, New Zealand
Petra Coetzee: Food Experience and Sensory Testing (Feast) Lab, School of Food and Advanced Technology, Massey University, Palmerston North 4410, New Zealand
Maheeka Weerawarna N.R.P.: Food Experience and Sensory Testing (Feast) Lab, School of Food and Advanced Technology, Massey University, Palmerston North 4410, New Zealand
Meika Foster: Edible Research Limited, Christchurch 7475, New Zealand
Joanne Hort: Food Experience and Sensory Testing (Feast) Lab, School of Food and Advanced Technology, Massey University, Palmerston North 4410, New Zealand

Sustainability, 2023, vol. 15, issue 5, 1-20

Abstract: Evidence suggests that consumer perceptions and acceptance of cultivated meat (CM) differ between countries, cultures, and consumer groups. Limited research specific to Aotearoa New Zealand (A-NZ) is available. Survey responses from 592 A-NZ residents were analysed to determine CM awareness, willingness to engage with CM, and perceived CM product attributes relative to conventional meat and plant-based meat alternatives (PBMAs). The effects of gender, age, meat/PBMA consumption frequency, CM awareness, and food neophobia on CM perceptions were determined. The statements were rated on a seven-point Likert scale. Half (52%) of the respondents agreed they were aware of CM. The awareness was higher in men compared to women ( p = 0.036), higher in Millennials compared to Generation X ( p = 0.022), and higher in regular compared to infrequent PBMA consumers ( p = 0.0003). The willingness to engage with CM and perceived CM product attributes were consistently more positive in consumers who were aware, compared with consumers not aware of CM ( p < 0.05). Being male, Millennial, low neophobic and a low meat, or high PBMA consumer was also associated with higher potential engagement and perceptions of CM to varying extents. Segmentation divided the respondents into three groups. The ‘positive’ cluster (41%) consumed more PBMAs and less meat and was more aware of CM than the ‘neutral’ (50%) and ‘negative’ (9%) clusters. In conclusion, consumers in A-NZ are not a homogenous group with regards to their perceptions and potential engagement with CM. Increasing awareness and familiarity with CM will be an important strategy to increase engagement with CM.

Keywords: cultivated meat; in vitro meat; clean meat; lab-grown meat; plant-based meat alternatives; consumer perception (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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