The study, published in the journal “Food Quality and Practice,” examined the behavioral intentions and attitudes of 727 potential cultivated meat customers in Germany. Participants were surveyed on their willingness to try, regularly purchase, eat instead of conventional meat, and pay more for cultivated meat. The study also assessed their explicit and implicit attitudes towards cultivated meat.
To provide a basis for the main study, participants were exposed to different images paired with information about cultivated meat. These images focused on the technology behind it, presented it in a familiar context, or had no picture at all.
The results revealed that food technology neophobia strongly influenced the participants’ behavioral intentions. Those with higher levels of neophobia were less likely to embrace cultivated meat and show regular purchasing and consumption behaviors. However, individuals with higher acceptance levels exhibited a lesser difference, indicating that neophobia has a less significant impact on acceptance compared to behavioral intentions. Explicit attitudes towards cultivated meat were generally more positive than implicit attitudes.
The study also explored participants’ preference for deliberative or intuitive thinking using a preference scale. Those inclined towards intuitive thinking were more likely to embrace cultivated meat, whereas those leaning towards deliberative thinking were more likely to reject it.
Interestingly, two groups stood out as more likely to consume cultivated meat: frequent meat eaters and those who often consume meat substitutes like tofu. Despite their dietary differences, both groups expressed notable enthusiasm for cultivated meat.
Regarding the influence of images, the study found that different images did not affect participants’ intentions to buy cultivated meat. Whether the information was accompanied by pictures of cultivated meat in a lab setting, meat-like photographs, or no picture at all, participants’ desire to purchase cultivated meat remained unchanged. Additionally, whether the information highlighted the benefits of cultivated meat or remained neutral did not impact people’s attitudes. The study suggests future exploration of how information about the risks of cultivated meat affects consumer perceptions.
Prior to this research, there was limited knowledge about the effects of such images on consumer perceptions of cultivated meat.
Sourced From: Food Quality and Preference
“First Impressions and Food Technology Neophobia: examining the role of visual information for consumer evaluations of cultivated meat”
Published on: 5 August 2023
DOI: https://doi.org/10.1016/j.foodqual.2023.104957
Authors: C. M. Baum, H. D. Steur, C. Lagerkvist.
In the food and beverage industry, various trends impact food manufacturing, food processing technology, food distribution, and consumer behavior. Additionally, food and drink industry innovation, sustainability, and regulations play significant roles. Packaging and marketing strategies also shape the market. This study sheds light on consumer perceptions of cultivated meat and the influence of images and neophobia.
