Is cultured meat a promising consumer alternative? Exploring key factors determining consumer's willingness to try, buy and pay a premium for cultured meat.

Cultured meat is a relatively new product, enjoying consumer appreciation as a more sustainable meat option. The present study builds on a sample from a diverse set of countries and continents, including China, the US, the UK, France, Spain, Netherlands, New Zealand, Brazil, and the Dominican Republic and uses partial least square structural equation modelling. The proposed conceptual model identified key factors driving and inhibiting consumer willingness to try, buy, and pay a price premium for cultured meat.

Understanding Key Factors Influencing Consumers' Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins.

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein.

Drivers and Inhibitors in the Acceptance of Meat Alternatives: The Case of Plant and Insect-Based Proteins.

Insects as an alternative protein source has gained traction for its advantageous environmental impact. Despite being part of many traditional food cultures, insects remain a novelty in Western cultures and a challenging concept for many. Even though plant-based protein alternatives are not facing the same barriers, product unfamiliarity and limited exposure hinder adoption, which could be detrimental to growth within the food sector.