Cultural Dimensions and Individual’s Attitude Toward Cultured Meat
Date
2023-09-15
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ORCID
0009-0007-6613-0210
Type
Thesis
Degree Level
Masters
Abstract
The present study investigates how consumers make decisions regarding food, particularly in the context of novel foods where there are abundant uncertainties and unknown factors, focusing on the concept of cultured meat. With the growing global population and the associated concerns regarding resource scarcity and greenhouse gas emissions from the livestock sector, cultured meat offers a promising solution. However, consumer acceptance and the high production cost remain significant obstacles for the time being. To address these challenges, the study proposes a conceptual framework that combines multi-attribute theory and cultural dimensions to examine consumers' attitudes and preferences towards cultured meat based on their cultural orientation. By understanding the cultural influence on consumer behavior, this study aims to provide insights into marketing strategies for cultured meat. The study utilizes a mixed methodology, combining quantitative and qualitative approaches, to gather data from the English-speaking Canadian population. The findings reveal that individuals with a collectivistic mindset, a long-term orientation, and high uncertainty avoidance are more likely to have positive attitudes and higher willingness to try and purchase cultured meat. Furthermore, younger participants exhibit a higher liking for cultured meat compared to older participants. These results emphasize the importance of considering psychographic factors, demographic characteristics, and pricing strategies in promoting cultured meat as a sustainable alternative. Overall, this study contributes to the development of a more sustainable food system by examining the intersection of consumer behavior, cultural orientation, and sustainable food choices.
Description
Keywords
Cultured meat, Lab-grown meat, Sustainable food, Novel food, Cultural orientations, Psychographic factors, Consumer acceptance, Attitude, Willingness to try, Willingness to purchase, Uncertainty avoidance, Collectivism and individualism, long-term orientation and short-term orientation
Citation
Degree
Master of Science (M.Sc.)
Department
Edwards School of Business
Program
Marketing