Consumer acceptance of cultured meat in Germany

Abstract

Current meat production places high costs on the environment. However, only a small portion of consumers are willing to opt for meat substitutes or a vegetarian diet. Cultured meat may contribute to solve this dilemma. In this journal, Bryant and Barnett recently reviewed current attitude research and summarized objections perceived by consumers concerning cultured meat. However, no research from Germany was available. Thus, we conducted a survey of German participants, including attitudes previously found to be important in the literature. With a panel sample of 713 consumers, attitudes were found to structure in three dimensions: ethics (e.g., animal welfare, ecological) was the strongest positive driver and depended on pre-knowledge available for 38% of participants; emotional objections (e.g., unnatural) were the second strongest predictor but unrelated to pre-knowledge and demographics; and the third attitudinal dimension expresses concern over the global diffusion of cultured meat. A path model summarizes the results. In conclusion, Germany shows itself to be only moderately prepared to accept cultured meat.

Keywords: Acceptance; Consumer; Cultured meat; Germany; In vitro meat; Synthetic meat.