Perceptions of Cultivated Meat in Millennial and Generation X Consumers Resident in Aotearoa New Zealand

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dc.citation.issue5
dc.citation.volume15
dc.contributor.authorGiezenaar C
dc.contributor.authorGodfrey AJR
dc.contributor.authorOgilvie OJ
dc.contributor.authorCoetzee P
dc.contributor.authorWeerawarna N.R.P M
dc.contributor.authorFoster M
dc.contributor.authorHort J
dc.date.accessioned2023-04-17T01:25:48Z
dc.date.available2023-03-01
dc.date.available2023-04-17T01:25:48Z
dc.date.issued2023-03-01
dc.descriptionCopyright: © 2023 by the authors.
dc.description.abstractEvidence suggests that consumer perceptions and acceptance of cultivated meat (CM) differ between countries, cultures, and consumer groups. Limited research specific to Aotearoa New Zealand (A-NZ) is available. Survey responses from 592 A-NZ residents were analysed to determine CM awareness, willingness to engage with CM, and perceived CM product attributes relative to conventional meat and plant-based meat alternatives (PBMAs). The effects of gender, age, meat/PBMA consumption frequency, CM awareness, and food neophobia on CM perceptions were determined. The statements were rated on a seven-point Likert scale. Half (52%) of the respondents agreed they were aware of CM. The awareness was higher in men compared to women (p = 0.036), higher in Millennials compared to Generation X (p = 0.022), and higher in regular compared to infrequent PBMA consumers (p = 0.0003). The willingness to engage with CM and perceived CM product attributes were consistently more positive in consumers who were aware, compared with consumers not aware of CM (p < 0.05). Being male, Millennial, low neophobic and a low meat, or high PBMA consumer was also associated with higher potential engagement and perceptions of CM to varying extents. Segmentation divided the respondents into three groups. The ‘positive’ cluster (41%) consumed more PBMAs and less meat and was more aware of CM than the ‘neutral’ (50%) and ‘negative’ (9%) clusters. In conclusion, consumers in A-NZ are not a homogenous group with regards to their perceptions and potential engagement with CM. Increasing awareness and familiarity with CM will be an important strategy to increase engagement with CM.
dc.description.publication-statusPublished
dc.identifier.citationSustainability (Switzerland), 2023, 15 (5)
dc.identifier.doi10.3390/su15054009
dc.identifier.eissn2071-1050
dc.identifier.elements-id460343
dc.identifier.harvestedMassey_Dark
dc.relation.isPartOfSustainability (Switzerland)
dc.rightsCC BY
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subject.anzsrc12 Built Environment and Design
dc.titlePerceptions of Cultivated Meat in Millennial and Generation X Consumers Resident in Aotearoa New Zealand
dc.typeJournal article
pubs.notesNot known
pubs.organisational-group/Massey University
pubs.organisational-group/Massey University/College of Sciences
pubs.organisational-group/Massey University/College of Sciences/School of Food and Advanced Technology
pubs.organisational-group/Massey University/College of Sciences/School of Mathematical and Computational Sciences
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