Cultivated meat

Global meat production contributes significantly to emissions, water requirements and soil consumption. Against this background, in addition to an increasing supply of plant-based protein sources, more and more investment is being made in research into cultured meat. Cultured meat is real meat from adult stem cells grown in vitro. This study examines associations, product expectations and attitudes towards cultured meat based on a representative sample of 816 omnivorous consumers in Austria. In addition, cluster analysis is used to form segments of consumers in relation to their acceptance of this meat substitute. The results of the work show significant differences in the acceptance of cultured meat based on consumer ethnocentrism and affinity for technology and identifies four clusters that differ in acceptance and frequency of meat consumption. In addition, it was found that consumers who are globally oriented, tech-savvy and well-educated show the greatest interest in cultured meat and represent a potential buyer group.