Consumer acceptance of cultured meat is expected to depend on a wide diversity of determinants ranging from technology-related perceptions to product-specific expectations, and including wider contextual factors like media coverage, public involvement, and trust in science, policy and society. This paper discusses the case of cultured meat against this multitude of possible determinants shaping future consumer acceptance or rejection. The paper also presents insights from a primary exploratory study performed in April 2013 with consumers from Flanders (Belgium) (n=180). The concept of cultured meat was only known (unaided) by 13% of the study participants. After receiving basic information about what cultured meat is, participants expressed favorable expectations about the concept. Only 9% rejected the idea of trying cultured meat, while two thirds hesitated and about quarter indicated to be willing to try it. The provision of additional information about the environmental benefits of cultured meat compared to traditional meat resulted in 43% of the participants indicating to be willing to try this novel food, while another 51% indicated to be ‘maybe’ willing to do so. Price and sensory expectations emerged as major obstacles. Consumers eating mostly vegetarian meals were less convinced that cultured meat might be healthy, suggesting that vegetarians may not be the ideal primary target group for this novel meat substitute. Although exploratory rather than conclusive, the findings generally underscore doubts among consumers about trying this product when it would become available, and therefore also the challenge for cultured meat to mimic traditional meat in terms of sensory quality at an affordable price in order to become acceptable for future consumers.
The Netherlands: International Institute for Communication and Development (IICD)
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: D10107
Notes:
9 pages., Via website., This thematic brief describes the work that IICD and local Burkinabe organisations have been implementing since 1997 to bring about ICT-enabled development at the grassroots level. It includes short case studies on: using television and puppetry for market price information services, strengthening the production and marketing of women's shea products and imprving linkages in the shea value chain, the establishment and use of a community radio station for women-led community development, and using grassroots multimedia to enhance rural sanitation and hygiene.
Via online journal., Recent developments in shrimp culture have resulted in the entry of high-quality, lower priced shrimp into the Japanese market, displacing the Australian product from its previously competitive position. The response of producers in Australia has been to form the Australian Prawn Promotion Association (APPA). An inspection of the literature suggests that demand-, product-, market-, and producer-related factors are thought necessary for successful promotion of agricultural and seafood products. In an attempt to analyze these factors, research was conducted in Japan in April and August 1991. Information for the study was gained from a review of the available literature and from interviews with the staff of a wide cross-section of companies and other organizations involved in the Japanese shrimp industry. It was found that: 1. the prospects of an APPA-style promotional campaign aimed at reducing the price elasticity of demand appear poor, and 2. there are few opportunities to differentiate Australian product effectively.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09928
Notes:
NCR-90 Collection, From Document D09924, "Department of agricultural journalism University of Wisconsin-Madison: Faculty and graduate student research, 1990". Pages 5-6.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09926
Notes:
NCR-90 Collection, From Document D09924, "Department of agricultural journalism University of Wisconsin-Madison: Faculty and graduate student research, 1990". Page 5.
Delmar Hatesohl Collection, 1 page., Overview of findings from three farmers and an SF editor with consumers and members of the urban press in three U.S. cities.
