Purpose

The purpose of this paper is to contribute to the current literature on consumer acceptance of cultured meat and to investigate the main factors that might affect it.

Design/methodology/approach

Data were collected from a sample of 490 consumers in Italy, using a web-based survey. The empirical analysis follows an exploratory approach based on the training and checking of a random forest model.

Findings

An important finding of this study concerns the overall positive perception of cultured meat on the part of the interviewees in a country that is the fifth-largest meat producer at the European level. Age, environmental and ethical issues, and scepticism about new food technologies are the most important factors that guide consumer acceptance of cultured meat. The results suggest that in order to increase cultured meat acceptance it would be important to inform and educate consumers towards new food and new food production methods.

Research limitations/implications

The sample analysed in this study is not representative of the whole national population, as it happens in most papers dealing with new food.

Originality/value

Although the conclusions of this exploratory study cannot be over-generalized, the results provide interesting insights on how to increase cultured meat acceptance in view of the possible development of a new market for cultured meat.

中文翻译：

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消费者对养殖肉的接受程度：意大利的一些提示

目的

本文的目的是为当前有关食用肉类的消费者接受度的文献做出贡献，并研究可能影响其的主要因素。

设计/方法/方法

使用基于网络的调查从意大利490名消费者的样本中收集数据。实证分析遵循了基于随机森林模型的训练和检验的探索性方法。

发现

这项研究的重要发现关系到在欧洲第五大肉类生产国这个国家中，受访者对养殖肉类的总体正面看法。年龄，环境和道德问题以及对新食品技术的怀疑是引导消费者接受养殖肉的最重要因素。结果表明，为了提高养殖肉类的接受度，重要的是使消费者了解和教育新食品和新食品生产方法。

研究局限/意义

这项研究中分析的样本不能代表全国人口，因为大多数涉及新食品的论文都采用这种样本。

创意/价值

尽管这项探索性研究的结论不能被过分概括，但鉴于可能会出现新的养殖肉市场，该结果为如何提高养殖肉的接受度提供了有趣的见解。