Cultured meat is part of the emerging field of cellular
agriculture, produced by growing tissue from original animal cells. The issues
involved in cultured meat emerge from technological development and consumer
knowledge and acceptance. This study explores the reaction of consumers to
different concepts about cultured meat. The objective is to determine whether
it is possible to form a coherent picture of the concept of cultured meat by
presenting respondents with different combinations of phrases pertaining to
cultured meat and measuring which phrases drive agreement. Using the Mind
Genomics approach, 100 respondents evaluated 24 unique vignettes each, composed
of combinations of statements about cultured meat. Respondents evaluated
combinations of messages about the emerging technology of cultured meat; these
were created to be meaningful to a non-technical person, and dealt with the
sensory, technical, and sociological aspects of cultured meat. The findings
suggest that the respondent does not understand what cultured meat “means, and
may agree with statements which directly negate each other. There are three
poorly defined mind-sets underlying the study. Mind-Set 1-focuses on
ingredients and on product form; Mind-Set 2-focuses on sustainability and
ingredients; Mind-Set 3- focuses on ethical and social issues as well as on
product form. These three mind-sets are intertwined within the population, and
cannot be separated by conventional geo-demographics. These data present a
unique opportunity to understand the formation of a new technology in food
design, cultured meat. This study highlights the need for future research to be
conducted periodically, perhaps annually, to monitor changes in public
understanding and perceptions as the technology matures and in vitro products
move toward market entry and commercial success.
Author(s) Details
Howard Moskowitz
Mind Genomics Associates, Inc., White Plains, New York, United States of
America.
Attila Gere
Department of Postharvest Sciences and Sensory Evaluation, Faculty of Food
Sciences, Szent István University, Budapest, Hungary.
Derek Roberts
QEP Marketing Clinic, Inc., Chicago, Illinois, United States of America.
Divya Nagarajan
MindGen Pte. Ltd., Singapore.
Ariola Harizi
Slovak University of Agriculture, Nitra, Slovakia.
Please see the book here :- https://doi.org/10.9734/bpi/fsarh/v4/6172
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