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This exploratory study of Gen Z consumers (n = 227) examines perceptions and opinions about cultured meat of young adults residing in Sydney, Australia. It uses an online survey and describes the findings quantitatively and through the words of the study participants. The results show that the majority (72%) of the participants are not ready to acc...
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... This finding suggests that gender is a significant factor influencing consumer attitudes toward meat alternatives. This conclusion aligns with existing research, which has similarly noted gender differences in the perceptions and acceptance of alternative proteins [42][43][44]. ...
(1) Background: In recent years, meat alternatives, including plant-based and animal cell-cultured meat, have attracted substantial interest among Chinese food science researchers and consumers, prompting considerable debate; (2) Methods: This study utilizes qualitative research methods, specifically focus group interviews with 59 participants across five administrative regions and seven cities in China, to explore consumer knowledge, perceptions, and potential acceptance of meat substitutes; (3) Results: The findings reveal that Chinese consumers generally exhibit a low level of understanding of new meat substitutes, particularly animal cell-cultured meat. Although participants acknowledge the potential environmental, resource-saving, and animal welfare benefits associated with meat substitutes, they also express concerns about perceived risks, such as artificial taste, high costs, market monopolization, diminished consumer welfare, and adverse impacts on traditional animal husbandry and employment. Despite a willingness to try meat substitutes, the regular purchase and consumption of these remain limited. The acceptance of meat substitutes is influenced by factors including personal characteristics, price, safety, and the authenticity of taste; (4) Conclusions: The study concludes that legislative support, technological advancements in production and regulation, price reductions, and the establishment of a robust traceability system may enhance consumer confidence and acceptance of meat substitutes in China.
... In addition, around 60% of respondents stated that they did not trust in vitro meat, and 69% stated that they did not find in vitro meat attractive. Previous studies conducted in Germany (Dupont andFiebelkorn 2020), Brazil (Gómez-Luciano et al. 2019), Southwest Europe (Italy, Portugal and Spain) (Liu et al. 2023), Ireland (Shaw and Mac Con Iomaire 2019) and Australia (Bogueva and Marinova 2020) also concluded that a significant proportion of consumers are concerned about the health and safety of in vitro meat. On the other hand, a study conducted in China (C. ...
This study aims to determine Turkish consumers' perceptions and attitudes toward in vitro meat and to investigate the relationship between their perceptions and their willingness to try and consume it. The questionnaire was distributed to potential participants via social media, and the responses of 989 participants were evaluated. The responses regarding the extent to which participants agreed with 32 opinions about in vitro meat were analysed using principal component analysis (PCA). As a result of PCA, four components were obtained explaining 63.3% of the total variance: i) benefits for the environment, and human and animal welfare; ii) safety and reliability; iii) social and ethical concerns; and iv) concerns about being unnatural. Regression equations developed with these components were able to moderately explain (R² ranged between 0.547 and 0.583) the variance observed in consumers' willingness to try, regularly consume, replace conventional meat with and try in vitro meat when recommended by a friend.
... However, with 31.6% of our sample who were ready to try synthetic meat and only 7.9% willing to eat it regularly, even the propensity for this type of food was lower than that reported in other studies. In 2020, Bogueva and Marinova found that more than 70% of their sample of young Australian adults were not willing to accept this food, although it was identified as a sustainable alternative to farmed meat [22]. In the study by Franceković and collaborators, performed among 2007 respondents from Croatia, Greece, and Spain, 47% of the sample had not heard of cultivated meat, 47% were willing to try it, and 41% would pay the same money as for conventional meat [23]. ...
... Similarly, males were found to be more ready to eat insects and cultivated meat in previous studies [17,20,23]. The geographical associations highlighted by our study are in line with previous research [22] and may be explained with cultural and behavioral differences among the three geographical subgroups, which we observed in previous studies [25,26]. Probably, these differences were also responsible for the lower attitude towards insects and cultivated meat shown by our sample in comparison with the other studies performed in Italy, which involved a lower number of Italian universities [18,20,21]. ...
Background/Objectives: In recent decades, the need for sustainable alternatives to traditional foods for the global population has become urgent. To this aim, edible insects, cultivated meat, and vegetables produced through soil-less farming have been proposed. This cross-sectional study was aimed at exploring willingness to eat these novel foods and its possible correlates in young Italian adults. Methods: An electronic questionnaire was administered to the student populations of 13 universities throughout the Italian territory. Results: The results show that insects and cultivated meat were widely acknowledged as possible food, while soil-free cultivation seems to be less known. Indeed, the percentage of participants who have heard of insects, cultivated meat, and soil-free cultivation was respectively equal to 91.5%, 84.7%, and 32.9%. However, the majority of respondents were uncertain about the sustainability of all the proposed products (52.6% for insects, 39.5% for cultivated meat, and 58.0% for soil-free cultivation, respectively), and the propensity to try and eat insects (9.5%) was lower than that declared for synthetic meat (22.8%) and products from soil-free cultivation (19.2%). However, the regression analysis showed that the propensity to eat these foods regularly is positively related to the confidence in their sustainability (p < 0.001). Willingness to try each of the proposed foods positively correlated with that declared for the others (p < 0.001). Conclusions: These findings highlight the need to implement interventions aimed at increasing awareness about the use of these products as alternatives to less sustainable foods and the importance of identifying consumer groups to which these interventions should be addressed.
... Eating habits are often entrenched in cultures and it is not always easy to understand which interventions may yield a behavioral change (Verplanken & Whitmarsh, 2021). Current research shows that consumers are ambivalent regarding cultured meat (Bogueva & Marinova, 2020;Hocquette, 2016;Palmieri et al., 2020;Tsvakirai et al., 2024), though attitudes can vary largely depending on the country of origin and socio-demographic characteristics of potential consumers (Asioli et al., 2022b;Gómez-Luciano et al., 2019;Wilks & Phillips, 2017). ...
... Thus, as the launch and adequate market growth of cultured meat may take more than 10 to 15 years, the demographic profile obtained in this survey was not considered a limitation when interpreting the results. The largest age group (18 to 30 years of age) was considered anticipated to be the primary consumers of cultured meat upon its market launch, and their perceptions have already gained attention by other researchers as well (Bogueva and Marinova, 2020;Pilavora et al. 2023). The study extensively explored the attitudes, motives, and factors influencing consumers' willingness to try (WTT), to eat (WTE), and to pay (WTP) for cultured meat using a questionnaire that has been employed and tested in numerous other countries Kombolo Ngah et al., 2023;Liu et al., 2021Liu et al., , 2023. ...
... Notably, the youngest group in this study, with a high proportion belonging to generation Z (NieŻurawska et al., 2023), exhibited a significantly higher WTT compared to older consumers. Similarly, in a study from China, more than 70% of the participants were willing to try cultured meat (Zhang et al., 2020) whereas a study from Australia reported that 72% of Generation Z was not ready to accept it (Bogueva and Marinova, 2020). Interestingly, unlike previous reported results (Verbeke et al., 2021), gender did not serve as an identifier of WTT in this study. ...
... Determining the target group for cultured meat consumption in Greece based on the frequency of meat consumption poses a challenge. Frequency of meat consumption here was much lower than that reported in similar studies in other countries (Bogueva and Marinova, 2020;Dijk et al., 2023;Li et al., 2023) and this must be taken into consideration if cultured meat is launched in Greece. This trend may be associated to the Mediterranean diet, where meat, though a part of it, is typically consumed less frequently than in other diets, especially "Western" diets (Simopoulos, 2001). ...
The impact of the meat sector on the environment is critical and meat alternatives have been suggested as solutions to reduce it. This study aimed to understand the attitudes, motives, and attributes shaping consumer willingness to try (WTT), eat regularly (WTE) and pay (WTP) for cultured meat having, as a case study, a sample of 838 Greek residents. The results primarily reflected the views of younger and well-educated consumers. Although this was not the initial focus, this demographic was anticipated to be the primary market for cultured meat upon its launch. A total of 58% of the respondents expressed WTT cultured meat, with primarily Gen Z showing a higher positive attitude toward it. However, the WTT was primarily driven by curiosity and it was not reflected in WTE or in WTP. Greek consumers prioritized a set of characteristics they would expect from cultured meat, giving emphasis to factors such as taste, safety, and nutritional value. The importance of clear and non-misleading naming to preserve consumers’ right to know what they are purchasing was also emphasised. In conclusion, the potential acceptance of cultured meat in Greece is influenced by many factors, including generational shifts, product characteristics, naming, and promotion.
... Cultural and religious norms are significant drivers of consumer acceptance and behaviour [30]. While most research has focused on Europe [19,22,23], the United States [20], and Australia [25,31], exploring consumer attitudes in other regions, such as Arab countries, is essential. Meat production systems in many Arab countries are important sectors that underpin economic and social development at the national level [32]. ...
Background/Objectives: The escalating global demand for meat, as a sequela of population growth, has led to unsustainable livestock production, resulting in a host of environmental and food security concerns. Various strategies have been explored to mitigate these issues, including the introduction of a novel food product, cultured meat. Cultured meat is not yet commercially available, yet public perceptions are already taking shape. To better understand the factors influencing its adoption by consumers, a cross-sectional, web-based study was conducted to examine consumer attitudes toward conventional meat and cultured meat among adults in the United Arab Emirates (UAE). Methods: The survey was conducted between December 2023 and March 2024 and used a convenience snowball sampling method. The questionnaire focused on current meat consumption patterns, meat attachment, and willingness to consume cultured meat. Sociodemographic data, including age, sex, education, and self-reported weight and height, were also collected. Results: Results showed that the vast majority (86%) of participants consumed all types of meats, while more than half (59.3%) were unfamiliar with the term “cultured meat”. Despite this unfamiliarity, about one-third (35%) were somewhat willing to try cultured meat, though more than two-thirds (69%) were reluctant to replace conventional meat with cultured meat in their diet. Male participants and those with higher BMIs showed a significantly stronger attachment to conventional meat. Willingness to consume cultured meat was notably higher among participants aged less than 30 years, those having less formal education, and those who are Arabic. Conclusions: These findings suggest that while interest in cultured meat exists, significant barriers remain, particularly regarding consumer education and cultural acceptance.
... Thus, as the launch and adequate market growth of cultured meat may take more than 10 to 15 years, the demographic profile obtained in this survey was not considered a limitation when interpreting the results. The largest age group (18 to 30 years of age) was considered anticipated to be the primary consumers of cultured meat upon its market launch, and their perceptions have already gained attention by other researchers as well (Bogueva and Marinova, 2020;Pilavora et al. 2023). The study extensively explored the attitudes, motives, and factors influencing consumers' willingness to try (WTT), to eat (WTE), and to pay (WTP) for cultured meat using a questionnaire that has been employed and tested in numerous other countries Kombolo Ngah et al., 2023;Liu et al., 2021Liu et al., , 2023. ...
... Notably, the youngest group in this study, with a high proportion belonging to generation Z (NieŻurawska et al., 2023), exhibited a significantly higher WTT compared to older consumers. Similarly, in a study from China, more than 70% of the participants were willing to try cultured meat (Zhang et al., 2020) whereas a study from Australia reported that 72% of Generation Z was not ready to accept it (Bogueva and Marinova, 2020). Interestingly, unlike previous reported results (Verbeke et al., 2021), gender did not serve as an identifier of WTT in this study. ...
... Determining the target group for cultured meat consumption in Greece based on the frequency of meat consumption poses a challenge. Frequency of meat consumption here was much lower than that reported in similar studies in other countries (Bogueva and Marinova, 2020;Dijk et al., 2023;Li et al., 2023) and this must be taken into consideration if cultured meat is launched in Greece. This trend may be associated to the Mediterranean diet, where meat, though a part of it, is typically consumed less frequently than in other diets, especially "Western" diets (Simopoulos, 2001). ...
... Generally, the consumer acceptance or rejection of LG may be influenced by several factors [61], including awareness and familiarity with the novel food and its processing methods [62,63], negative perceptions about LG (such as disgust and perceived unnaturalness) or concerns about the safety of LG for human consumption [63]. Demographic factors [64], food neophobia [65], and product properties such as sensory appeal [66], healthiness [67], and convenience [68] also play significant roles. The availability of meat alternatives may further influence consumers' acceptance of LG [68,69], with PB meat often being more widely preferred over cultured meat [67,70]. ...
... In our model, we excluded observability; as noted by prior studies, observability might not be immediately apparent for (potential) adopters of APF. On the other hand, we incorporated several additional variables such as perceived risk, as recognized in several studies [64,78], cultural factors (meat attachment), and sustainability orientation as key variables to understand adoption and intentions to alter dietary patterns. ...
... The level of environmental information in society and the higher environmental awareness of the public are two key factors that influence the environmental behaviour of individuals [101,102]. Education [6,103] and finances [4,77,100] have an impact on the ecological consumer choices of Generation Z. Representatives of this group emphasise ecological aspects when making consumer choices [104][105][106]. Generation Z is less "me" oriented than their parents and grandparents [107]. ...
... Generation Z is less "me" oriented than their parents and grandparents [107]. They prefer sustainable fashion and, when grocery shopping, choose more environmentally friendly products [104][105][106][107][108][109][110][111][112], and they want to show their environmental behaviour on social media [113]. According to Atabek-Yigit et al. [5], environmental literacy is the ability to understand and act to improve, restore and maintain the health of the environment. ...
The consumption of insects (entomophagy) is attracting attention for economic, environmental and health reasons. The wide range of edible insect species, rich in protein, fat, minerals, vitamins and fibre, can play an important role in addressing global food insecurity. However, consumer acceptance remains a major barrier to the adoption of insects as a food source in many countries, including Europe. The aim of this study was to determine whether health and environmental concerns, attitudes and intentions towards purchasing edible insects and foods containing edible insects are associated with willingness to consume edible insects and foods containing edible insects among young consumers (Generation Z) in Poland. An empirical study was carried out in 2023, using a questionnaire with an indirect interview method via an online platform. On the basis of surveys conducted among Generation Z in Poland, it can be concluded that health and environmental concerns determine the willingness to consume selected products containing edible insects. At the same time, it should be noted that the more positive the respondents’ attitudes towards health and environmental concerns are, the greater their willingness to consume foods containing edible insects is. Attitudes and intentions towards purchasing foods containing edible insects were positively correlated with willingness to purchase and consume this type of food. The results obtained can contribute to efforts to promote the legitimacy of the production of new foods with edible insects in their composition.
... Despite being one of the highest meat-consuming countries (Bogueva and Marinova 2020), Australia has been consuming almost three times the average worldwide-115 kg meat per capita (Malek and Umberger 2021), veg*anism is increasing. One to 2 percent of Australians identify as vegan, and 4% as vegetarian (Malek and Umberger 2021;Pendergrast 2021). ...
