Consumer acceptance of cultured meat: some hints from Italy

Nadia Palmieri, Maria Angela Perito () and Claudio Lupi
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Nadia Palmieri: CREA - Research Centre for Engineering and Agro-Food Processing,
Maria Angela Perito: UniTE - Università degli Studi di Teramo, ALISS - Alimentation et sciences sociales - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement

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Abstract: Purpose The purpose of this paper is to contribute to the current literature on consumer acceptance of cultured meat and to investigate the main factors that might affect it. Design/methodology/approach Data were collected from a sample of 490 consumers in Italy, using a web-based survey. The empirical analysis follows an exploratory approach based on the training and checking of a random forest model. Findings An important finding of this study concerns the overall positive perception of cultured meat on the part of the interviewees in a country that is the fifth-largest meat producer at the European level. Age, environmental and ethical issues, and scepticism about new food technologies are the most important factors that guide consumer acceptance of cultured meat. The results suggest that in order to increase cultured meat acceptance it would be important to inform and educate consumers towards new food and new food production methods. Research limitations/implications The sample analysed in this study is not representative of the whole national population, as it happens in most papers dealing with new food. Originality/value Although the conclusions of this exploratory study cannot be over-generalized, the results provide interesting insights on how to increase cultured meat acceptance in view of the possible development of a new market for cultured meat.

Keywords: Cultured meat; New food; Random forest (search for similar items in EconPapers)
Date: 2020-06-29
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Citations: View citations in EconPapers (11)

Published in British Food Journal, 2020, 123 (1), pp.109-123. ⟨10.1108/BFJ-02-2020-0092⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03385175

DOI: 10.1108/BFJ-02-2020-0092

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