Title:	Acceptance of Cultured Meat in Germany—Application of an Extended Theory of Planned Behaviour
Authors:	Dupont, Jacqueline Harms, Tess Fiebelkorn, Florian
ORCID of the author:	https://orcid.org/0000-0002-7972-6925
Abstract:	This study examines the willingness to consume a cultured meat burger in Germany. Based on the theory of planned behaviour (TPB), we assessed attitudes, perceived behavioural control, and subjective norms via an online questionnaire. Attitudes were operationalized in this research as general attitudes towards cultured meat and specific attitudes towards a cultured meat burger. Furthermore, the TPB was extended with nutritional-psychological variables including food (technology) neophobia, food disgust, sensation seeking, and green consumption values. In total, 58.4% of the participants reported being willing to consume a cultured meat burger. Using a path model, the extended TPB accounted for 77.8% of the variance in willingness to consume a cultured meat burger. All components of the TPB were significant predictors except general attitudes. The influence of general attitudes was completely mediated by specific attitudes. All nutritional-psychological variables influenced general attitudes. Food technology neophobia was the strongest negative, and green consumption values were the strongest positive predictor of general attitudes. Marketing strategies should therefore target the attitudes of consumers by encouraging the natural perception of cultured meat, using a less technological product name, enabling transparency about the production, and creating a dialogue about both the fears and the environmental benefits of the new technology.
Citations:	Dupont J, Harms T, Fiebelkorn F.: Acceptance of Cultured Meat in Germany—Application of an Extended Theory of Planned Behaviour. Foods. 2022; 11(3):424.
URL:	https://doi.org/10.48693/243 https://osnadocs.ub.uni-osnabrueck.de/handle/ds-202301318189
Subject Keywords:	cultured meat; attitudes; perceived behavioural control; subjective norms; food technology neophobia; path model
Issue Date:	31-Jan-2022
License name:	Attribution 4.0 International
License url:	http://creativecommons.org/licenses/by/4.0/
Type of publication:	Einzelbeitrag in einer wissenschaftlichen Zeitschrift [Article]
Appears in Collections:	FB05 - Hochschulschriften Open-Access-Publikationsfonds

This item is licensed under a Creative Commons License