Potential cultured meat consumers in Greece: Attitudes, motives, and attributes shaping perceptions

Abstract

• First survey in Greece introducing cultured meat (CM) with pictorial and textual content • Consumers are ready to experiment with CM but not to include it in their diet • Product familiarity could bring controversial results regarding willingness to try • CM launching name should let consumers understand what they purchase and consume • Cultured meat would not replace conventional meat in the Greek context The impact of the meat sector on the environment is critical and meat alternatives have been suggested as solutions to reduce it. This study aimed to understand the attitudes, motives, and attributes shaping consumer willingness to try (WTT), eat regularly (WTE) and pay (WTP) for cultured meat having, as a case study, a sample of 838 Greek residents. The results primarily reflected the views of younger and well-educated consumers although this was not the initial focus. This was considered a demographic anticipated to be the primary market for cultured meat. A total of 58% of the respondents expressed WTT cultured meat, with primarily Gen Z showing a higher positive attitude toward it. However, the WTT was primarily driven by curiosity and it was not reflected in WTE or in WTP. Greek consumers prioritized a set of characteristics they would expect from cultured meat, giving emphasis to factors such as taste, safety, and nutritional value. The importance of clear and non-misleading naming to preserve consumers’ right to know what they are purchasing was also emphasised. In conclusion, the potential acceptance of cultured meat in Greece is influenced by many factors, including generational shifts, product characteristics, naming, and promotion.

Topics & Concepts