Analogies, metaphors, and wondering about the future: Lay sense-making around synthetic meat

Meat and morality: The moral foundation of purity, but not harm, predicts attitudes toward cultured meat

Cultured meat (also referred to as cultivated, cell-based, or cell-cultured meat) is a novel food technology that is presented as a method of meat production without reliance on large-scale industrial farming. The pro-cultured meat narrative rests, in part, on a moral foundation: cultured meat is purported to alleviate the environmental and animal welfare harms associated with farmed meat. Despite this narrative, no research has examined which moral values underpin attitudes towards cultured meat. To examine this, we surveyed 1861 participants from the United States and Germany about their moral foundations and their attitudes towards cultured meat. In line with predictions, people who more strongly endorse moral values about purity (i.e., had higher scores on the purity subscale of the moral foundations scale) held more negative attitudes towards cultured meat. However, this relationship was much more consistent among participants from the United States than participants from Germany. Against predictions, attitudes towards cultured meat were not reliably associated with the extent to which people focus on harm as a moral foundation. The latter finding was particularly surprising in light of harm-reduction narratives around cultured meat. These findings demonstrate the need for a more nuanced discussion about, and understanding of, consumer concerns around cultured meat and the values that underpin them.

Challenges and opportunities in cell expansion for cultivated meat

The cultivation of meat using in vitro grown animal stem cells offers a promising solution to pressing global concerns around climate change, ethical considerations, and public health. However, cultivated meat introduces an unprecedented necessity: the generation of mass scales of cellular biomaterial, achieved by fostering cell proliferation within bioreactors. Existing methods for in vitro cell proliferation encounter substantial challenges in terms of both scalability and economic viability. Within this perspective, we discuss the current landscape of cell proliferation optimization, focusing on approaches pertinent to cellular agriculture. We examine the mechanisms governing proliferation rates, while also addressing intrinsic and conditional rate limitations. Furthermore, we expound upon prospective strategies that could lead to a significant enhancement of the overall scalability and cost-efficiency of the cell proliferation phase within the cultivated meat production process. By exploring knowledge from basic cell cycle studies, pathological contexts and tissue engineering, we may identify innovative solutions toward optimizing cell expansion.

Challenging cultured meat naturalness perceptions: The role of consumers' mindset

Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studies, this research breaks new ground by examining these strategies through the lens of mindset theory-i.e., beliefs about the fixedness or malleability of human attributes. In Study 1, we present findings illustrating that a strategy challenging the importance of naturalness is effective at increasing cultured meat acceptance among consumers with a growth mindset. In Study 2, we demonstrate how complementing such messaging strategy with a specific form of creative narrative can make it effective among consumers with a fixed mindset too. Our findings are informative theoretically, extending mindset and narrative theories to the context of cultured meat and, practically, examining the effectiveness of different communication strategies in driving consumer acceptance of the product.

Can in vitro meat be a viable alternative for Turkish consumers?

High meat consumption places a heavy burden on the environment. This study aimed to highlight the practices of Turkish consumers in consuming red meat and to understand their attitudes toward in vitro meat (IVM). The relationships between red meat consumption rationalization, attitudes toward IVM, and intentions to consume IVM were examined for Turkish consumers. It was found that Turkish consumers' attitudes toward IVM were averse. Even if the respondents considered IVM a viable alternative to conventional meat, they did not consider it ethical, natural, healthy, tasty, or safe. Additionally, Turkish consumers did not evince interest in regular consumption or intention to try IVM. Although various studies have focused on consumers' attitudes toward IVM in developed economies, the current study is the first attempt to understand the phenomenon in the Turkish market as an emerging economy. These results provide important information for researchers and stakeholders in the meat sector, such as manufacturers and processors.

Will cultured meat be served on Chinese tables? A study of consumer attitudes and intentions about cultured meat in China

This research investigates the attitudes and intentions of Chinese consumers about cultured "meat" (CM). We also investigate framing effects through the names used for these products ("cultured meat," "artificial meat," and "cell-based meat") and the effect of information provision. Of the 1532 consumers in our sample, most had not heard of "cultured meat" or "cell-based meat" before, although 70% had heard of "artificial meat". Around 44% of the participants indicated that they would be willing to try CM, and 32% would be likely to purchase it. Participants disliked the terms "cultured meat" and "cell-based meat" less than they disliked the term "artificial meat," although the latter was the most familiar to them. The provision of neutral information on the production process increased consumer support for CM, but the effect was limited. Prior knowledge and naming terms were strong predictors of attitudes and willingness to buy. A key implication is that stakeholders should cautiously apply framing strategies when introducing CM to the public.

How can the unnaturalness of cellular agricultural products be familiarized?: Modeling public attitudes toward cultured meats in Japan

Introduction

This study aims to clarify how the unnaturalness of cellular agricultural products can be familiarized to society, using the case of the Japanese public's receptivity to cultured meats. Perceived unnaturalness is a key factor in the rejection of emerging technologies. While past studies have examined the explanatory factors involved in the public acceptance of cultured meats, the relationships among multiple factors have not been fully examined. Cultured meats and cellular agricultural products have been positively evaluated because they can contribute to future food sustainability, so the trade-off between perceived unnaturalness and sustainability is a significant issue for the public.

Method

This study uses a questionnaire survey with 2,000 Japanese respondents, which was conducted in 2019. Using a categorical data analysis approach, the strongest explanatory factors for receptivity were comprehensively searched among attitudes toward cultured meats, eating habits, demographics, and so on.

Results and discussion

The results indicated that perceived unnaturalness showed a strong explanatory power for the rejection of cultured meats, but awareness of world famine problems increased acceptance of cultured meat, if the degree of the respondents' concern for unnaturalness was moderate. The perceived animacy of non-human life forms is also associated with acceptance of cultured meat, which may reflect Japanese cultural values. These results suggest multiple pathways to overcoming the disgust of new food technologies in the social implementation process.

Cultured meat, clean meat,… queer meat? A vegan queer ecofeminist perspective on the implications of cellular agriculture

This perspective article briefly explores the social implications of cellular agriculture from a Vegan Queer Ecofeminist point of view by referring to a synthesis of currently agreed-upon (possible) positive and negative effects of post-animal agriculture and highlighting how these effects actually ignore key ethical problems inherent in animal agriculture itself. By invisibilizing these, discussions of cellular-ag remain in danger of obscuring the ways in which an intact and unexamined paradigm based on capitalist, patriarchal speciesism will continue to foment exploitative and unjust practices in a dying planet. The article emphasizes the urgent need to address the complexities of cellular-ag from a multidisciplinary perspective that actively engages with the demands of true global justice for all, nonhuman and human.

The role of environmental-related message on consumer acceptance of novel food production technology: an experimental investigation on artificial meat products

This study investigates the effects of environmental-related message on consumers' acceptance of artificial meat products in China. By focusing on the introduction of plant-based and cultured meat, a novel dataset involving 3441 research participants was collected in China through the online platform with randomized controlled experiments. The results show that for promotion-focused participants, gain-oriented message is effective while avoidance-oriented message is not in improving their acceptance of artificial meat. For prevention-focused participants, both gain- and avoidance-oriented messages are found to increase their acceptance of artificial meat effectively. To quantify the average impacts of environmental-related message and consumers' regulatory focus fit on the acceptance of plant-based meat and cultured meat, a seemingly unrelated regression model is applied. The results reveal that for a randomly selected individual, exposing with both gain- and avoidance-oriented messages would increase his or her acceptance of artificial meat comparing to exposing with neutral message. In addition, we find participants who use promotion focus more tend to have higher acceptance scores for both kinds of artificial meat on average.

Food neophobia, food choice and the details of cultured meat acceptance

This study focuses on the details of consumer response to lab grown 'cultured meat (CM)', compared to meat derived from insects, plants and animals. A sample of 254 New Zealanders were interviewed. A word association exercise revealed that consumer reaction to CM was dominated by affective, rather than cognitive factors. The linkages between a general food neophobia scale, a specific CM evaluation scale and purchase intent were studied. The general neophobia scale performed poorly as a predictor, while the 19-point CM evaluation scale performed well. Reducing this scale to its seven affective components, and then to just the two key affective components did not significantly reduce the scale's predictive performance. Overall, the results of this research reveal very significant differences in preference for meat products based upon their origins. Insect protein was strongly disfavoured over all alternatives, while cultured meat was significantly disfavoured compared to more established alternatives. The implications of this for the commercialisation of CM are discussed.

Natural, enjoyable, and Finnish: Social representations of eating meat in Finnish meat product advertisements

In this study, we examine how meat product advertisements shape the image of meat-eating at a time when alternatives to meat-eating are increasingly being discussed in many Western countries. Drawing on social representations theory, multimodal analysis, and deconstructive reading, we explore how certain meanings are attached to meat-eating while others are put aside. The research material consisted of 65 advertisement videos published by the two largest Finnish meat product companies between 2013 and 2021. We identified naturalness, enjoyment, and Finnishness as the main concepts used to promote meat consumption. The social representations in the advertisements were constituted by three embedded themata namely, edible/inedible, human/animal, and us/them, structuring everyday conceptions regarding meat-eating. Theoretically we seek to show how the advertisements participate in dialogical negotiation on socially salient topics in present-day societies and contribute to the construction of social representations.

What Do the Public Want to Know about Farming and Why? Findings from a Farmer-Initiated Public Consultation Exercise in Ireland

With advances in information communication technologies and sustainability-driven changes in consumer behavior, farmer–citizen communication is a communicative dyad that is receiving attention. Farmers and citizens view farming practices through very different lenses of prior knowledge, experiences, beliefs, and values, presenting unique communication challenges. Dialogue-based communication can help to build empathy and trust. Initiated by a committee of farmers, a public consultation exercise was carried out to facilitate citizens to deliberate over farming and farming practices in Ireland to better understand their views and perspectives, and identify information needs and knowledge gaps. Employing a participatory deliberative approach, 10 focus groups were carried out with members of the public (n = 65) carefully selected to represent diverse demographics in the general population. Findings are structured around two central themes. ‘Bridging the disconnect’ reflects the strong support found across the focus groups for farmer-led dialogic communication with citizens on farming practices. ‘Understanding knowledge gaps’ revealed the nature and underlying motivations of public information needs and knowledge gaps in specific areas: (1) the basics of farming; (2) the life of the farmer; (3) minding animals; (4) minding the environment; and (5) buying local and natural. Dialogue-based communication between farmers and citizens offers opportunities for supporting connected and sustainable food and farming systems through value-driven and responsive behavior change.

Acceptance of Cultured Meat in Germany-Application of an Extended Theory of Planned Behaviour

This study examines the willingness to consume a cultured meat burger in Germany. Based on the theory of planned behaviour (TPB), we assessed attitudes, perceived behavioural control, and subjective norms via an online questionnaire. Attitudes were operationalized in this research as general attitudes towards cultured meat and specific attitudes towards a cultured meat burger. Furthermore, the TPB was extended with nutritional-psychological variables including food (technology) neophobia, food disgust, sensation seeking, and green consumption values. In total, 58.4% of the participants reported being willing to consume a cultured meat burger. Using a path model, the extended TPB accounted for 77.8% of the variance in willingness to consume a cultured meat burger. All components of the TPB were significant predictors except general attitudes. The influence of general attitudes was completely mediated by specific attitudes. All nutritional-psychological variables influenced general attitudes. Food technology neophobia was the strongest negative, and green consumption values were the strongest positive predictor of general attitudes. Marketing strategies should therefore target the attitudes of consumers by encouraging the natural perception of cultured meat, using a less technological product name, enabling transparency about the production, and creating a dialogue about both the fears and the environmental benefits of the new technology.

Public sensemaking of active packaging technologies: A feature-based perspective

Taking a point of departure in the idea that technology features can act as cues for sensemaking, we explore how the public makes sense of new active packaging technologies; technologies that absorb or release substances from or into the packaging atmosphere, preserving the freshness and safety of food products. Based on data from ten focus groups across five countries (Ireland, Denmark, Italy, Spain and China), we show that sensemaking occurs at two feature-proximity levels. At the first level, we observe the production of proximal representations, where salient technology features drive the sensemaking process and how the individuals come to understand the essence of the technology. At the second level, we observe the production of distal representations, where distinct technology features become less salient, and the holistic understanding of the technology takes over in how individuals come to understand the locus of the technology in broader contexts. Our insights contribute to theory regarding public sensemaking of novel technologies and have practical implications for stakeholders who aim to increase their adoption prospects.

Stated Preferences for Plant-Based and Cultured Meat: A Choice Experiment Study of Spanish Consumers

Meat production and consumption have been claimed to have negative impacts on the environment, and even on the consumer’s health. In this sense, alternative sources of protein, mainly meat substitutes and cultured meat, have emerged due to those perceived negative effects. Our paper carries out a choice experiment to analyze the preferences of 444 Spanish consumers and their willingness to pay for plant-based and cultured meats, as compared to conventional meat. Spain was considered of interest for this study due to its significant gastronomic culture, with high-quality meat products that make a great contribution to the economy, meaning that this could be a suitable and also challenging market in which to test alternative sources of protein. The findings show that consumers’ motivations and their interactions with these products are complex. Additionally, a cluster analysis allowed us to identify three types of consumers in terms of preference for these products: price-sensitive millennials, conscious/concerned consumers, and indifferent consumers. Only one group showed some level of acceptance of these alternative products meats.

Consumers’ Perception of In-Vitro Meat in New Zealand Using the Theory of Planned Behaviour Model

The purpose of this study was to investigate the perception of in-vitro meat (IVM) among New Zealand consumers and to understand their purchase and consumption behaviour using the Theory of Planned Behaviour framework developed in this study. An online survey questionnaire was created using the Qualtrics software to understand the perception of IVM, based on the conceptual framework. Participants (n = 206) were recruited in this survey, and the data collected were subjected to PLS-PM analysis. The conceptual framework was tested for validity, and Goodness of fit (GoF). The internal validity was assessed using Cronbach’s alpha, KMO value, inter-item correlation values (β-coefficients) and p-values. The findings suggest that variables such as environment and sustainability, health and safety, as well as current purchase and consumption behaviour have a strong relationship and a robust effect on IVM purchase and consumption behaviour. Consumers’ cultural beliefs had minimal influence on IVM purchase likelihood. Results in this study also indicated that most New Zealand consumers had neutral opinions in terms of engaging with IVM.

Panorama and ambiguities of cultured meat: an integrative approach

The purpose of this research was to identify, through a systematic review of the literature, the strengths, weaknesses, threats and opportunities of the production and commercialization of cultured meat, as well as to analyze the challenges to be faced by this new food biotechnology. For this, we analyzed 194 manuscripts published in the Scopus and Web of Science databases that dealt with cultured meat under the perspective of cellular agriculture, employing several nomenclatures. The results indicate that there is still no consensus in the literature about the strengths, weaknesses, threats and opportunities of cultured meat, which constitutes an emerging, multifaceted, and encouraging field of study, and a series of inferences have been made that provide insights into the knowledge analyzed. Finally, we propose an analytical model that combines sub-scenarios from which it becomes possible to understand and anticipate the direction of this new food biotechnology.

Tampering with Nature: A Systematic Review

Tampering with nature has been shown to be a strong, and sometimes even the strongest, predictor of the risk perception and acceptance of various technologies and behaviors, including environmental technologies, such as geoengineering. It is therefore helpful to understand what tampering with nature is as a construct, to which factors it relates, and when a technology or behavior is perceived as such. By means of a systematic review, we show that very little systematic research has been conducted on tampering with nature. Because tampering with nature has not yet been clearly defined, no systematic operationalization of tampering with nature has been used in the current literature. We show that tampering with nature is often used interchangeably with other constructs, such as naturalness. Based on the literature, we suggest that tampering with nature is related to and possibly influenced by three other constructs, which are naturalness, morality, and controllability. We discuss the influence of tampering with nature on the acceptance and risk perception of various technologies and behaviors and make suggestions for future research needs in order to better understand this construct.

Cell-Based Meat and Firms’ Environmental Strategies: New Rationales as per Available Literature

Higher demand for meat production and limited inputs, as well as environmental and animal ethics issues, are bringing alternative protein sources to the market, such as cell-based meat (CBM), i.e., meat produced through cell culturing, without involving animal raising and killing. Although the potential social and environmental benefits of the technology have been recently addressed in the blossoming CBM literature, little has been discussed about the possible implications for the environmental strategies of firms that are entering the new cell-based production chain. Thus, drawing on the theoretical framework of competitive environmental strategies and a systematic review of the literature, we discuss prospects for cell-based meat regarding the possible adoption of environmental strategies by firms that are entering the CBM chain. The technology may be considered a potential means for mitigating most of the environmental impacts of large-scale meat production, e.g., extensive land use and greenhouse gas emissions. We discuss how such benefits and consumer attitudes towards cultivated meat could encourage the adoption of environmental strategies by firms, and the roles that value chain firms are likely to play in those strategies in the future.

Cellular agriculture in the UK: a review

This review details the core activity in cellular agriculture conducted in the UK at the end of 2019, based upon a literature review by, and community contacts of the authors. Cellular agriculture is an emergent field in which agricultural products—most typically animal-derived agricultural products—are produced through processes operating at the cellular level, as opposed to (typically farm-based) processes operating at the whole organism level. Figurehead example technologies include meat, leather and milk products manufactured from a cellular level. Cellular agriculture can be divided into two forms: ‘tissue-engineering based cellular agriculture’ and ‘fermentation-based cellular agriculture’. Products under development in this category are typically valued for their environmental, ethical, and sometimes health and safety advantages over the animal-derived versions.

There are university laboratories actively pursuing research on meat products through cellular agriculture at the universities of Bath, Newcastle, Aberystwyth, and Aston University in Birmingham. A cellular agriculture approach to producing leather is being pursued at the University of Manchester, and work seeking to produce a palm oil substitute is being conducted at the University of Bath. The UK cellular agriculture companies working in the meat space are Higher Steaks, Cellular Agriculture Ltd, CellulaRevolution, Multus Media and Biomimetic Solutions. UK private investors include CPT Capital, Agronomics Ltd, Atomico, Backed VCs, and Breakoff Capital. The UK also has a strong portfolio of social science research into diverse aspects of cellular agriculture, with at least ten separate projects being pursued over the previous decade. Three analyses of the environmental impact of potential cellular agriculture systems have been conducted in the UK. The first dedicated third-sector group in this sector in the UK is Cultivate (who produced this report) followed by Cellular Agriculture UK. International groups New Harvest and the Good Food Institute also have a UK presence.

What does it mean to say that cultured meat is unnatural?

Cultured meat offers a potential alternative to factory farming and its associated problems. Despite this, public opinion about cultured meat is mixed. One concern cited by many potential consumers is that cultured meat is "unnatural". Although there has been much interest in this perspective, there has been virtually no research exploring the psychological factors that motivate this view. The current study (N = 904) examines the beliefs, worldviews, and attitudes associated with the conclusion that cultured meat is unnatural. We found little evidence that naturalness perceptions flowed from a process of analytic reasoning; rather, ratings of unnaturalness appear to be grounded in affective mechanisms such as disgust and fear. This suggests that acceptance strategies that target analytic processing (e.g. information) may have limited success, which has indeed been the case with the strategies tested to date. Our findings are informative for research programs and cultured meat marketing strategies going forward.

Analysis of Scientific and Press Articles Related to Cultured Meat for a Better Understanding of Its Perception

Cultured meat is presented by its advocates as a good alternative for consumers who want to be more ethically minded but who do not wish to change their diet. This novel food has become an emerging topic in both the scientific field and the press media. From a bibliometric analysis of scientific publications and on a sociometric analysis of the mainstream press, the aim of this study was to identify potential differences between the scientific view and the public perception. This research analyzed the publications indexed by SCI-EXPANDED in the Web of Science Core Collection database owned by Clarivate Analytics, for scientific literature analysis, and indexed by the Factiva database, for the press media. A total of 327 scientific publications were analyzed according to year of publication and country and institution of origin, also including coauthorships, co-citations, and scientific fields' and journals' networks. A knowledge mapping using VOSviewer was used to study the literature in the field. Based on Factiva, 12,900 press articles dealing with artificial meat, mainly in English, have been found through public databases. The main conclusion is that cultured meat is mainly developing in the USA and the UK, with other countries, such as China, observing the trend for potential future applications. Scientific articles seemed initially to focus mainly on technical aspects of artificial meat and more recently on health value, consumer's acceptance, and sustainability. However, the potential environment-friendly effects of this novel food are more and more studied or described in scientific or press articles.

Perceived naturalness, disgust, trust and food neophobia as predictors of cultured meat acceptance in ten countries

Cultured meat is a novel food technology that promises to produce meat in a more environmentally friendly and animal-friendly way. We conducted an internet survey in ten countries (Australia, China, England, France, Germany, Mexico, South Africa, Spain, Sweden and the US) with a total sample of 6128 participants. Results suggest that there are large cultural differences regarding the acceptance of cultured meat. French consumers were significantly less accepting of the idea than consumers in all other countries. Perceived naturalness of and disgust evoked by cultured meat were important factors in the acceptance of this novel food technology in all countries. Trust in the food industry, food neophobia and food disgust sensitivity indirectly and directly influenced the acceptance of cultured meat in almost all countries. In order to increase the acceptance of cultured meat, the similarity of cultured meat to traditional meat needs to be emphasized rather than the rather technical production process, which may evoke associations of unnaturalness and disgust.

Consumer Acceptance of Cultured Meat: An Updated Review (2018–2020)

Cultured meat is one of a number of alternative proteins which can help to reduce the demand for meat from animals in the future. As cultured meat nears commercialization, research on consumers’ perceptions of the technology has proliferated. We build on our 2018 systematic review to identify 26 empirical studies on consumer acceptance of cultured meat published in peer-reviewed journals since then. We find support for many of the findings of our previous review, as well as novel insights into the market for cultured meat. We find evidence of a substantial market for cultured meat in many countries, as well as markets and demographics which are particularly open to the concept. Consumers mostly identified animal- and environment-related benefits, but there is plenty of potential to highlight personal benefits such as health and food safety. The safety of cultured meat and its nutritional qualities are intuitively seen as risks by some consumers, although some recognize potential benefits in these areas. Evidence suggests that acceptance can be increased with positive information, as well as frames which invoke more positive associations. We conclude by arguing that cultured meat will form one part of a varied landscape of future protein sources, each appealing to different groups of consumers to achieve an overall reduction in conventional meat consumption. We acknowledge a range of pro-cultured meat messaging strategies, and suggest that framing cultured meat as a solution to existing food safety problems may be an effective approach to increase acceptance. In the long-term, objections based in neophobia and norm violation will decrease, and widespread acceptance will depend in large part on the price and taste.

Factors Affecting Consumers’ Alternative Meats Buying Intentions: Plant-Based Meat Alternative and Cultured Meat

Consumers have started to become aware of the negative aspects of conventional meat, including concerns about environmental issues, animal welfare, and consumer health. Alternative meats (i.e., cultured meat and plant-based meat alternatives) have been introduced recently to address these problems, and the rapid growth of the alternative meat market could pose a threat to the conventional meat market. It is necessary to identify the features of alternative meat that affect consumers’ purchasing intentions. Thus, we aimed to: (1) explore the positive and negative feelings toward alternative meat and (2) compare the differences in factors influencing alternative meat buying intentions. This study conducted an online survey with Korean participants in two separate sections (cultured meat: n = 513; plant-based meat alternatives: n = 504), and relationships between the variables and willingness to buy were analyzed using the partial least squares method. The results showed that sustainability and food neophobia are two of the different factors, and food curiosity, unnaturalness, and distrust of biotechnology are the common factors affecting consumers’ purchasing choice. The results of this study provide useful guidelines for effective promotional messages about cultured meat, plant-based meat alternatives, and conventional meat marketers focusing on the positive and negative aspects of significant factors.

Consumer acceptance of novel food technologies

Novel food technologies are important for food security, safety and sustainability. Consumers, however, are often hesitant to accept them. In this narrative Review, we organize the research describing how heuristics and individual differences among consumers influence the acceptance of agri-food technologies. Associations evoked by a food technology, its perceived naturalness and trust in the industry using it influence consumer acceptance. Food neophobia, disgust sensitivity and cultural values are crucial personality factors for explaining individual differences. Using gene technology, nanotechnology, cultured meat and food irradiation as cases, we explore factors that may explain consumers' acceptance or lack of acceptance. Climate change, food supply shocks caused by crises such as pandemics and population growth are imminent threats to the food system. Therefore, disruptive food technologies will be needed to progress towards a more resilient food system. Taking into account the factors influencing consumers' perceptions of novel food technologies during the early stage of development and introduction will hopefully result in a higher acceptance of such technologies.

To what Extent are Consumers' Perception and Acceptance of Alternative Meat Production Systems Affected by Information? The Case of Cultured Meat

Simple Summary

Meat grown in labs, also known as cultured meat, is currently under development and will likely soon be available on supermarket shelves. Such new meat-based products may tackle some of the most controversial societal concerns related to the industry, in particular animal wellbeing and environmental impacts, with further potential improvements concerning food security. However, due to its high degree of novelty, it remains unclear how consumers view this type of food product, particularly in terms of beliefs regarding its intrinsic attributes such as safety, nutrients and flavor characterization, and its positive externalities concerning the environment, animal welfare, and food security. The present study aims at unveiling the perception, acceptance, and willingness to try, buy, and pay a premium price for cultured meat in the Italian context, deconvoluting the effect of providing positive information to consumers. Such investigation offers new insights for the development of targeted marketing strategies by deepening the understanding of consumers’ perception of this lab-grown food product. Indeed, the study reveals that positive information affects the consumers’ perception towards safety and nutritional characteristics of cultured meat and the willingness to pay a premium price for this new food product accordingly.

Abstract

The global meat production system is currently under pressure, particularly for its environmental and animal wellbeing impacts, as well as for the increasing protein demand worldwide. In this regard, cultured meat is currently a hot topic in the industrial, political, and societal arenas, revealing itself as the potential relief for the issues above. However, its high degree of novelty may hamper the extent of consumers’ acceptance. This research assesses for which beliefs concerning intrinsic attributes and positive externalities, the provision of information is a sufficient tool for affecting the perception and acceptance of cultured meat on a panel of Italian consumers. Changes in perception and willingness to try, buy, and pay are assessed by measuring the variation before and after the provision of positive information related to the product. The results show that perception is affected by positive information concerning safety and nutritional characteristics, whereas the opposite occurs regarding the product flavor. Furthermore, findings reveal that, while the willingness to buy increases after providing positive information, the willingness to try does not. Finally, information on intrinsic attributes and positive externalities of the cultured meat would have to be combined with different approaches for further enhancement of consumers’ perception and acceptance.

Cellular agriculture in the UK: a review

This review details the core activity in cellular agriculture conducted in the UK at the end of 2019, based upon a literature review by, and community contacts of the authors. Cellular agriculture is an emergent field in which agricultural products-most typically animal-derived agricultural products-are produced through processes operating at the cellular level, as opposed to (typically farm-based) processes operating at the whole organism level. Figurehead example technologies include meat, leather and milk products manufactured from a cellular level. Cellular agriculture can be divided into two forms: 'tissue-based cellular agriculture' and 'fermentation-based cellular agriculture'. Products under development in this category are typically valued for their environmental, ethical, and sometimes health and safety advantages over the animal-derived versions. There are university laboratories actively pursuing research on meat products through cellular agriculture at the universities of Bath, Newcastle, Aberystwyth, and Aston University in Birmingham. A cellular agriculture approach to producing leather is being pursued at the University of Manchester, and work seeking to produce a palm oil substitute is being conducted at the University of Bath. The UK cellular agriculture companies working in the meat space are Higher Steaks, Cellular Agriculture Ltd, CellulaRevolution, Multus Media and Biomimetic Solutions. UK private investors include CPT Capital, Agronomics Ltd, Atomico, Backed VCs, and Breakoff Capital. The UK also has a strong portfolio of social science research into diverse aspects of cellular agriculture, with at least ten separate projects being pursued over the previous decade. Three analyses of the environmental impact of potential cellular agriculture systems have been conducted in the UK. The first dedicated third-sector group in this sector in the UK is Cultivate (who produced this report) followed by Cellular Agriculture UK. International groups New Harvest and the Good Food Institute also have a UK presence.

Conceptual evolution and scientific approaches about synthetic meat

Cellular agriculture has been considered a mechanism to enable the generation of animal protein in the laboratory. Notwithstanding, this emerging technology, still on an experimental scale, is imbued with speculations, paradoxes, and ambiguities. So, the objective of this research was to analyze how synthetic meat is considered in the scientific context from the perspective of cellular agriculture considering its trajectory and its approaches. For this, we used a systematic review of the literature with detailed analysis of 109 manuscripts and application of network analysis of co-citations and predominance. This paper has constructed a historical overview of the conceptual evolution of science concerning synthetic meat from its emergence to the present day. We also verified and categorized the research about synthetic meat into three distinct approaches: (1) environmental and health; (2) technical and economic feasibility of the production process; and (3) social and market. This research maximizes the understanding of synthetic meat and its stage of technological and economic development to make commercial production feasible. Aside from that, it has brought insights about synthetic meat and this knowledge can be used by the conventional meat industries.

Food Neophobia or Distrust of Novelties? Exploring Consumers’ Attitudes toward GMOs, Insects and Cultured Meat

The food industry is constantly challenged to find new ideas to satisfy the increasingly specific consumer demand. However, innovative food products do not always become part of consumption habits or create a market. One of the major sources of resistance to novelty lies in the attitude of the consumer, who in many cases may be suspicious or hostile as a result of specific ideologies, overly attached to tradition, or affected by neophobia. This paper analyzes the construct of food neophobia (the “unwillingness to try new foods”) in its phenomenology and its actual power to explain hostility to innovation in the agri-food sector. The limits of the concept, which is not always sufficient to shed light on the many reasons that could underlie the rejection of certain foods, will also be discussed. In addition, we review the recent literature on Europeans’ attitude toward novel foods and innovation including Genetically modified organisms (GMOs), cultivated meat and insects as food. This literature reveals a number of paradoxes in consumers’ behavior, and in the many complex conditions underpinning the success of innovation in food production. These conditions can only be understood by reconstructing the meanings consumers assign to food, and are often embedded in larger social and political frameworks.

What's in a name? Consumer perceptions of in vitro meat under different names

In vitro meat (IVM) grown from animal cells is approaching commercial viability. This technology could enable consumers to circumvent the ethical and environmental issues associated with meat-eating. However, consumer acceptance of IVM is uncertain, and is partly dependent on how the product is framed. This study investigated the effect of different names for IVM on measures of consumer acceptance. Participants (N = 185) were allocated to one of four conditions in an experimental design in which the product name was manipulated to be 'clean meat', 'cultured meat', 'animal free meat', or 'lab grown meat'. Participants gave word associations and measures of their attitudes and behavioural intentions towards the product. The results indicated that those in the 'clean meat' and 'animal free meat' conditions had significantly more positive attitudes towards IVM than those in the 'lab grown meat' condition, and those in the 'clean meat' condition had significantly more positive behavioural intentions towards IVM compared to those in the 'lab grown meat' condition. Mediation analyses indicated that the valence of associations accounted for a significant amount of the observed differences, suggesting that anchoring can explain these differences. We discuss these results in the context of social representations theory and give recommendations for future research.

Bringing cultured meat to market: Technical, socio-political, and regulatory challenges in cellular agriculture

BACKGROUND

Cultured meat forms part of the emerging field of cellular agriculture. Still an early stage field it seeks to deliver products traditionally made through livestock rearing in novel forms that require no, or significantly reduced, animal involvement. Key examples include cultured meat, milk, egg white and leather. Here, we focus upon cultured meat and its technical, socio-political and regulatory challenges and opportunities.

SCOPE AND APPROACH

The paper reports the thinking of an interdisciplinary team, all of whom have been active in the field for a number of years. It draws heavily upon the published literature, as well as our own professional experience. This includes ongoing laboratory work to produce cultured meat and over seventy interviews with experts in the area conducted in the social science work.

KEY FINDINGS AND CONCLUSIONS

Cultured meat is a promising, but early stage, technology with key technical challenges including cell source, culture media, mimicking the in-vivo myogenesis environment, animal-derived and synthetic materials, and bioprocessing for commercial-scale production. Analysis of the social context has too readily been reduced to ethics and consumer acceptance, and whilst these are key issues, the importance of the political and institutional forms a cultured meat industry might take must also be recognised, and how ambiguities shape any emergent regulatory system.

The Power of Analogies for Imagining and Governing Emerging Technologies

The emergence of new technologies regularly involves comparisons with previous innovations. For instance, analogies with asbestos and genetically modified organisms have played a crucial role in the early societal debate about nanotechnology. This article explores the power of analogies in such debates and how they could be effectively and responsibly employed for imagining and governing emerging technologies in general and nanotechnology in particular. First, the concept of analogical imagination is developed to capture the explorative and anticipatory potential of analogies. Yet analogies do not simply stimulate imagination, they also restrict it by framing emerging technologies in specific ways. Thus, second, the article argues that tracing the rhetorical and persuasive power of analogical arguments is essential for understanding how analogies are constructed to legitimise assessments, funding policies, and governance approaches. Third, the article addresses factors that account for the persuasiveness of analogies in debates about emerging technologies. The article concludes with reflections on how analogical imagination and an enhanced analogical sensibility for framing and persuasive effects can foster responsible research and innovation (RRI).

What's in a name: are cultured red blood cells 'natural'?

The case of cultured red blood cells (RBCs) currently being grown in a laboratory for future use in human transfusion raises questions about the ontological status of such products of modern biotechnology. This paper presents results from a six-year ethnographic study involving interviews, focus groups and other forms of engagement with the scientific research team and other stakeholders, including public groups, which sought to understand respondents' reactions to cultured RBCs. These cells, derived from stem cell technology, have the potential to address the global shortage of donated blood. How these blood cells are situated within the spectrum of 'natural' to 'synthetic' will shape expectations and acceptance of this product, both within the scientific community and by wider publics: these blood cells are both novel and yet, at the same time, very familiar. Drawing on discussions related to classification and 'anchoring', we examine the contrasting discourses offered by our respondents on whether these blood cells are 'natural' or not and consider the impact that naming might have on both their future regulation and the eventual uptake of cultured RBCs by society.