Marketing strategies for cultured meat

• Autor(a) principal: Döpkens, Lea
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/42262
• topic: Cultured meat; Consumer behavior; Sustainability; Carne cultivada; Comportamento do consumidor; Sustentabilidade; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Purpose: Climate change marks one of the most crucial times in the history of our society and requires a shift in current patterns of consumption. Thus, it is imperative for companies to offer sustainable alternatives and for research to develop strategies to market these alternatives as successfully as possible on a global scale. In regard to this challenge, this study aims to formulate marketing strategies that will enable successful commercialization of cultured meat across developing and developed countries. Methodology: An experiment was conducted to assess consumer attitudes towards cultured meat, manipulating the accessibility of different benefits (i.e., sustainability, health/safety, and taste). The study measured the impact of these benefits on the perceived environmental friendliness, taste, and safety/health of cultured meat compared to traditional meat. The research explored variations between Brazilians and Germans, deriving managerial recommendations and theoretical contributions. Findings: There was a positive effect of communication about sustainability on willingness to pay for cultured meat. However, highlighting information about taste or health/safety benefits could not influence more positive attitudes toward cultured meat. Significant differences between developing and developed countries could not be uncovered. Research Limitations: The survey sample size was limited and not representative of the Brazilian or German populations. Additionally, participant distribution was imbalanced across countries, compromising cross-country comparisons. Originality/Value: This study innovatively combines an examination of demand-side factors influencing consumer acceptance of cultured meat with a consideration of cultural influences on opinion formation.