Consumer preferences for farm-raised meat, lab-grown meat, and plant-based meat alternatives: Does information or brand matter?

Cultured Meat: Promises and Challenges

“…One limitation of the existing consumers’ acceptance studies is that they do not usually examine price effects, such as consumers’ WTP or demand at several price-points. As an exception, Van Loo et al ( 2020 ) surveyed more than 1800 US consumers who completed a choice experiment. In each choice, consumers had five options: conventional farm-raised beef, a plant-based burger made with pea protein, a plant-based burger using animal-like protein produced by yeast, cultured meat, or they could choose not to buy any of the products.…”

“…There is a basic economic rationale that accompanies this: if consumers cannot tell whether or not a product is meat, the “lemons” problem is aggravated, which can drive out of the market the best products and eventually reduce consumers’ welfare. Interestingly, Van Loo et al ( 2020 ) find that consumers themselves are strongly opposed to allowing the plant and cultured meat alternatives to use the label “beef”. 22 However, there is no evidence as far as we are aware that consumers are confused with existing labeling of meat alternative products.…”

Fresh perspectives on brand management

“…The most important megatrends are digitalisation, changing values and new business models, which results in completely new questions and challenges for brand management. 'Hot' topics include the loss of brand control by external stakeholders (keywords: Firestorms in social media, brand hate, brand co-creation; e.g., Dessart et al, 2020;Herhausen et al, 2019;Ind et al, 2017;Ind & Schmidt, 2019;Kristal et al, 2018Kristal et al, , 2020Zarantonello et al, 2016), more complex customer journeys through off-and online brand touchpoints (keywords: ZMOT, customer journey, brand and customer experience; e.g., Lecinski, 2011;Lemon & Verhoef, 2016), new digital brand contact points (keywords: voice assistants and robots; e.g., Kuehnl et al, 2019;McLeay et al, 2020;West et al, 2018), the legitimacy crisis of purely profit-oriented business models and brands (keywords: Fridays for Future, Black Lives Matter, brand purpose, political brands; e.g., Hsu, 2017;Matos et al, 2017), new types of collaboration (keywords: art-brand-collaborations, influencer; e.g., Baumgarth, 2018;Baumgarth & Wieker, 2020;Ki et al, 2020;Michel & Willing, 2020;Nascimento et al, 2020) and building brands for new companies and new business models (keywords: start-up or entrepreneurial branding, vegan and meat alternatives, platform brands, direct-to-consumer brands; e.g., Eggers et al, 2016;Haslehurst et al, 2017;Kühlwein, 2019;Van Loo et al 2020). These and many other new topics lead to new and exciting questions for brand science.…”

The long and narrow path for novel cell‐based seafood to reduce fishing pressure for marine ecosystem recovery

“…This is not a trivial task for producers of novel products. For example, based on survey results on consumer preferences arising from information on the sustainability benefits of plant‐based and cell‐based meat, predicted market shares for conventional, plant‐based and cell‐based meat are 72%, 23% and 5%, respectively (Van Loo et al., 2020). The small predicted market share of cell‐based meat is not necessarily surprising given the novelty of the product, but it is still indicative of a large hurdle to clear for producers.…”