Study: People who enjoy eating are more likely to be open to lab grown meat
Around one-quarter of people in general indicate a willingness to eat lab grown chicken and beef, but younger and more educated consumers are most likely to eat lab grown meat
A new study by Lívia Garcez de Oliveira Padilha, Lenka Malek, and Wendy J. Umberger at the Centre for Global Food and Resources at the University of Adelaide in Australia has provided new insights into consumer attitudes towards lab grown protein. The researchers conducted a study on consumer willingness to eat lab grown chicken and beef.
The study found that while only one-quarter of consumers indicate a willingness to eat lab grown chicken and beef, the rate is higher amongst consumers who enjoy eating the most. Consumers who are more educated (i.e., those with a tertiary education) and younger also tend to be more willing to consume lab grown meat.
In general, lab grown meat was seen as being less healthy, less affordable, and less enjoyable to eat. But amongst respondents who were the most familiar with lab grown meat, there was an increased willingness to eat it. Beliefs about environmental beliefs did not influence the decision on lab grown meat.
Although lower environmental impact has been proposed as one of the main benefits of lab-grown meat, beliefs regarding environmental friendliness were not significant in this study.