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Consumer acceptance of cultivated meat: psychological drivers of willingness to try and pay for cultivated meat
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Cultivated meat Consumers acceptance Psychological profiles Comfortability Sustainability