The dependency on information in consumers' willingness to buy cultured meat
M.P.A. Pannekoek (TU Delft - Applied Sciences)
J.D. López Taborda – Mentor (TU Delft - BT/Biotechnology and Society)
Lotte Asveld – Mentor (TU Delft - BT/Biotechnology and Society)
P. Osseweijer – Graduation committee member (TU Delft - BT/Biotechnology and Society)
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Abstract
The demand for meat is estimated to reach 470 million by 2050. This demand forms a challenge for conventional meat production. Conventional meat production has come under pressure from the negative externalities it brings forth. Cultured meat is seen as a potential solution to meet the demand while avoiding these externalities. The biggest challenge for cultured meat is consumer acceptance. Consumer acceptance is crucial for a successful market integration. Literature shows that several factors within consumer acceptance rely on the level of information. This paper seeks to identify the influence of information on the willingness to try and buy cultured meat in the Netherlands. The effect of information was investigated by interviewing Dutch students. During the interviews, they were given information in the hope of increasing their awareness and knowledge about cultured meat. From these interviews can be observed that several factors were actively influenced by the information consumers have. At the same time, they showed that dependency on information differs per the content of the information. Information on product properties could show a more distinctive effect on consumers' willingness to buy cultured meat than information on the production process and the regulatory framework.