Consumer acceptance of cultured meat: an in-depth qualitative assessment

Abstract

Purpose – This study identifies the themes that consumers associate with attitudes towards, and intentions to purchase, cultured meat. It also examines the relationships between these themes and the drivers of innovation according to the diffusion of innovations theory proposed by Rogers. Design/methodology/approach – A qualitative approach was used to collect information from 256 participants. A specific type of content analysis, “cognitive analysis,” was performed on this information using Leximancer, which supports visually oriented sense-making. Findings – The analysis revealed a variety of themes associated with attitudes towards, and intentions to purchase, cultured meat. Moreover, the diffusion of innovations theory emerged as a valuable framework for organising these themes around the five attributes of innovation: relative advantage, compatibility, complexity, trialability and observability. Research limitations/implications – This study examined the consumer perspective, but the acceptance and commercialisation of cultured meat will also depend on the attitudes and behaviours of several other actors (e.g. farmers), which need to be studied. Originality/value – This study contributes to addressing several research priorities highlighted in recent literature on the consumer acceptance of cultured meat, including the need to conduct more qualitative studies and to apply the diffusion of innovations framework.