Meat the Future: Investigating the Determinants of Willingness to Try In-Vitro Meat
(A2025-126176)

AUTHORS

Katharina Rzepucha-Hlubek, Heinrich Heine University Düsseldorf; Tim Buchbauer, Heinrich-Heine-University Düsseldorf

ABSTRACT

Conventional meat production practices often raise ethical questions concerning animal welfare and environmental consequences. In-vitro meat (IVM), also known as “cultured meat” could be a suitable substitute as producers aim to imitate the color, nutritional value, flavor and texture of conventional meat. However, research on the factors influencing consumers’ adoption of IVM is limited. As the introduction of IVM into the diets of consumers hinges on trying it, this study investigates determinants of consumers ́ willingness to try IVM. We develop and test a conceptual model based on the Theory of Consumption Values, integrating food neophobia as a moderator. Our results show that functional, emotional and epistemic values of IVM are positively related to willingness to try. The positive effect of epistemic value is inhibited by food neophobia. Marketers should thus highlight the functional (i. e. nutritional) and emotional benefits of IVM in comparison to conventional meat.