Consumer acceptance of cultivated meat: psychological drivers of willingness to try and pay for cultivated meat

Abstract

This study aims to explore how personality profiles affect consumer willingness to try and to pay for cultivated meat. Based on an online survey of 234 answers, the results indicate that more open-minded personality traits tend to show higher acceptance and more willingness to pay for cultivated meat while anxious and depressed people tend to have ambiguous reactions of strongly accept or strongly reject. The willingness to experience is higher if validation comes from nutritionists/environmentalists or government/regulatory agencies rather than from media. Lastly, the motivations towards cultivated meat are more frequent for health reasons when compared with environmental concerns.