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

• Published in: Meat science 2023-03, Vol.197, p.109081-109081, Article 109081
• Main Authors: Li, Haoran, Van Loo, Ellen J., Trijp, Hans C.M. van, Chen, Juhui, Bai, Junfei
• Format: Article
• Language: English
• Subjects: Artificial meat; Cell-based meat; China; Consumer attitude; Consumer Behavior; Cultured meat; Food Preferences; Framing effect; Humans; In-vitro meat; Information effect; Intention; Lab meat; Meat; Surveys and Questionnaires
• ISSN: 0309-1740; 1873-4138
• DOI: 10.1016/j.meatsci.2022.109081

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. •Most Chinese consumers were unfamiliar with and had negative attitudes about cultured meat.•Consumers' intention to try or purchase cultured meat was low.•Providing information about production process improved consumer attitudes, albeit with limited effects.•“Cultured meat” and “cell-based meat” were preferred over “artificial meat”.•Prior knowledge and the name treatments were strong predicators of attitudes and willingness to buy.