Consumers’ valuation of cultured beef Burger: A Multi-Country investigation using choice experiments

Daniele Asioli, Joaquìn Fuentes-Pila, Silverio Alarcón, Jia Han, Jingjing Liu, Jean-Francois Hocquette and Rodolfo Nayga

Food Policy, 2022, vol. 112, issue C

Abstract: This study investigates, for the first time, British, Spanish, and French consumers’ willingness to pay (WTP) for cultured beef burger. Using a choice experiment (CE) involving beef burgers, our results show that Spanish and French consumers reject cultured beef burgers, while British consumers exhibit a more positive valuation for this new product. Furthermore, we found that younger consumers and those with a lower degree of neophobia towards new food technologies tend to be more accepting of cultured beef. Results also suggest that there is heterogeneity in consumers’ valuation across different consumer groups. In each of the three countries, a segment of consumers willing to pay a premium price for cultured beef burger was identified: the United Kingdom has the largest segment of consumers (47%) willing to pay a premium price of 5.10 £/kg for cultured beef, followed by Spain (38% and 3.35 €/kg) and then France (30% and 2.68 €/kg). Our findings provide insights into the psychology of consumers’ level of acceptance and attitudes, which can be useful in communicating the nature of the cultured meat to the public. They also have important implications for food practitioners and policy makers.

Keywords: Choice experiment; Consumers’ attitudes; Consumers’ willingness to pay; Cross-country comparison; Cultured beef (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0306919222001452
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jfpoli:v:112:y:2022:i:c:s0306919222001452

DOI: 10.1016/j.foodpol.2022.102376

Access Statistics for this article

Food Policy is currently edited by J. Kydd

More articles in Food Policy from Elsevier
Bibliographic data for series maintained by Catherine Liu ().