Perception of Cultured Meat as a Basis for Market Segmentation: Empirical Findings from Croatian Study

Ivica Faletar and Marija Cerjak
Additional contact information
Ivica Faletar: Thünen Institute of Market Analysis, Bundesallee 50, 38116 Braunschweig, Germany
Marija Cerjak: Department of Marketing in Agriculture, University of Zagreb Faculty of Agriculture, Svetošimunska 25, 10000 Zagreb, Croatia

Sustainability, 2022, vol. 14, issue 12, 1-16

Abstract: Many studies have already addressed the perception of cultured meat, but the segmentation of potential consumers has not been adequately investigated. Based on an online survey in Croatia with 411 valid responses, four socio-demographically characterized segments were identified. The key differentiators between the segments relate to consumers’ moral and ethical concerns about cultured meat and their perceptions of the impact of cultured meat production on the economy. The multinomial logistic regression used to describe the segments found that the segments differed from the reference segment (Concerned) in terms of support for public research and funding of cultured meat, the willingness to consume it, and religiosity. These results help provide deeper insight into the profiles of potential consumers of cultured meat.

Keywords: cultured meat; consumer perception; segmentation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/12/6956/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/12/6956/ (text/html)

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:gam:jsusta:v:14:y:2022:i:12:p:6956-:d:833060

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().