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Setting the table for meat consumers: An international Delphi study on in-vitro meat

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The research showed that 'framing' and 'priming' could change customers’ explicit attitudes toward cultured meat. The specific manner of communication is key in fostering consumer acceptance.

VICTOR TIBERIUS: ‘The production of cultured meat is still in its infancy and further research and development is required to realize a competitive alternative that is generally accepted. To date, a broad market launch has not taken place and cultured meat is not yet commercially available. Thus, the actual acceptance level of cultured meat is unclear and it remains unanswered whether cultured meat will become a niche or mainstream product…

As cultured meat is seen as unlikely to possess a price advantage, competitiveness can only be realized through non-price-related determinants, such as health features. Due to the product’s novelty and consumer inexperience with cultured meat, respondents showed uncertainty whether factors related to consumer health, transparency, animal welfare, or environmental conservation would be central to encourage acceptance and the willingness to purchase.

High safety and health standards as well as transparent production processes are considered as an absolute requirement for cultured meat to be approved by consumers. Without improved control systems, the overall notion of developing a competitive substitute for conventional meat will not be accomplished…

The specific manner of communication is key in fostering consumer acceptance. Bekker et al. showed in their experiments that framing and priming could change customers’ explicit attitudes toward cultured meat significantly—even an established indirect cognitive association of cultured meat with solar panels could ameliorate the attitude toward cultured meat. Also positive imagery and narratives can foster a positive attitude.

In addition, governments have to meet today’s regulatory challenges and could act on both the production and demand sides. Funding could facilitate research into cheaper mass production. As information on cultured meat and its benefits produce favorable expectations about the concept, public information could be more widely broadcast’. SOURCE…

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