The future of meat: A qualitative analysis of cultured meat media coverage

Goodwin, Joy; Shoulders, Catherine W.

doi:10.1016/j.meatsci.2013.05.027

Cited by 118 publications

(108 citation statements)

References 8 publications

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“…The additional information stressed the problems facing conventional meat production and explicitly referred to the potential of cultured meat production as a possible solution. Note that this type of additional information reflects the viewpoints of proponents of cultured meat, which is consistent with the dominant media coverage seen thus far (Goodwin and Shoulders 2013). The last part of the questionnaire registered socio-demographics including gender, age and education level.…”

Section: Methodssupporting

confidence: 77%

“…Driessen and Korthals (2012) mentioned the fact that the development of cultured meat had already given rise to heightened media attention in the Netherlands, for example, and this prior to the highly publicized tasting of the first cultured meat burger in August 2013 in London (Hopkins 2015). Goodwin and Shoulders (2013) analysed the media coverage about cultured meat in the United States (U.S.) and the European Union (prior to the August 2013 cultured burger tasting) and concluded that print media were primarily supporting the idea of cultured meat production. Problems associated with conventional or traditional meat production as well as the advantages of cultured meat were mostly discussed in the print media, and information sources included mainly proponents of cultured meat, which may have positively influenced initial consumer reactions.…”

Section: Criteria Shaping Consumer Acceptancementioning

confidence: 99%

“…While consumers may be likely to place less importance on the issue as long as the product is not available and the time of availability is uncertain (Goodwin and Shoulders 2013), consumer insight will be indispensable for future marketplace acceptance. Several recent examples, such as biotechnology and nanotechnology illustrate that consumers may not embrace novel agro-food technologies as enthusiastically as hoped for at the times when the technologies were developed and adopted (Verbeke 2011).…”

Section: Introductionmentioning

confidence: 99%

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Challenges and prospects for consumer acceptance of cultured meat

Verbeke

Sans

Loo

2015

Journal of Integrative Agriculture

262

176

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OATAO is an open access repository that collects the work of Toulouse researchers and makes it freely available over the web where possible. This is an author-deposited version published in : http://oatao.univ-toulouse.fr/ Eprints ID : 15560 AbstractConsumer acceptance of cultured meat is expected to depend on a wide diversity of determinants ranging from technologyrelated perceptions to product-specific expectations, and including wider contextual factors like media coverage, public involvement, and trust in science, policy and society. This paper discusses the case of cultured meat against this multitude of possible determinants shaping future consumer acceptance or rejection. The paper also presents insights from a primary exploratory study performed in April 2013 with consumers from Flanders (Belgium) (n=180). The concept of cultured meat was only known (unaided) by 13% of the study participants. After receiving basic information about what cultured meat is, participants expressed favorable expectations about the concept. Only 9% rejected the idea of trying cultured meat, while two thirds hesitated and about quarter indicated to be willing to try it. The provision of additional information about the environmental benefits of cultured meat compared to traditional meat resulted in 43% of the participants indicating to be willing to try this novel food, while another 51% indicated to be 'maybe' willing to do so. Price and sensory expectations emerged as major obstacles. Consumers eating mostly vegetarian meals were less convinced that cultured meat might be healthy, suggesting that vegetarians may not be the ideal primary target group for this novel meat substitute. Although exploratory rather than conclusive, the findings generally underscore doubts among consumers about trying this product when it would become available, and therefore also the challenge for cultured meat to mimic traditional meat in terms of sensory quality at an affordable price in order to become acceptable for future consumers.

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Section: Methodssupporting

confidence: 77%

Section: Criteria Shaping Consumer Acceptancementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Challenges and prospects for consumer acceptance of cultured meat

Verbeke

Sans

Loo

2015

Journal of Integrative Agriculture

262

176

View full text Add to dashboard Cite

show abstract

“…In particular, the idea that IVM will be more sustainable than conventional meat, reduce animal suffering and/or help to alleviate global food insecurity appeared to resonate with commenters. Prior work has also shown that news sources regularly mention these benefits when covering IVM (20) . Our findings indicate that commenters address these same points when discussing IVM online.…”

Section: Challenges For In Vitro Meatmentioning

confidence: 99%

“…Marcu et al (10) (p. 8) found evidence of these sentiments in response to a descriptive video about IVM and suggest that these science-fiction metaphors are drawn from 'futuristic dystopian human societies as depicted in science-fiction films' and help individuals make sense of novel technologies such as IVM. Some researchers also noted there is a 'yuck factor' related to the perceived unnaturalness and technological nature of IVM (20,22) . The suggestion of perceived unnaturalness is very much in line with empirical data on public perceptions of other emerging technologies, such as geoengineering and GM organisms (23)(24)(25) .…”

Section: Public Exposure To In Vitro Meatmentioning

confidence: 99%