PDF(Pubmed)
Abstract：
The aim of this study was to analyze the impact of sociodemographic characteristics on willingness to try (WTT), regularly eat (WTE), or pay (WTP) for artificial meat, its expected societal challenges and general acceptance as well as its future potential development in Germany. Answers to an online questionnaire by 3,558 potential German adult consumers were evaluated. About 63% of the respondents thought this novel food was promising/acceptable. The vast majority (70%) stated that they would be willing to try it, with the most important drivers being ethics, curiosity and eco-friendliness. Around 57% of the participants said they would be willing to eat artificial meat regularly. Most of the respondents (40%) were willing to pay the same price for artificial as for conventional meat. In terms of its future potential, almost 75% of respondents believed that this new product would become commercialized in more than five years and that it was perceived as a solution that is both more ethical (67%) and more environmentally friendly (58%) than traditional meat. In addition, there were significant impacts of demographic factors on the willingness to engage with artificial meat. For example, high WTT and WTE were found among young male respondents (18-30 years of age), males that rarely consumed meat or had a low income (< €1,500). This also applied to the female respondents, who, however, belonged to higher income classes. Young German consumers with a high level of education or income up to €3,000 as well as consumers who did not eat meat had a high WTP for this novel food. In addition, respondents\' positive opinion and acceptance of artificial meat had a positive influence on WTT and WTP. These results are important for the discussion of a paradigm shift in global meat production with respect to sustainability, demand for meat and the adoption of new food products.
摘要：
这项研究的目的是分析社会人口统计学特征对尝试意愿(WTT)的影响，经常吃（WTE），或支付(WTP)人造肉，其预期的社会挑战和普遍接受，以及其在德国的未来潜在发展。评估了3558名潜在德国成年消费者对在线问卷的回答。大约63％的受访者认为这种新颖的食物很有希望/可以接受。绝大多数（70％）表示他们愿意尝试，最重要的驱动因素是道德，好奇心和生态友好。大约57％的参与者表示他们愿意经常吃人造肉。大多数受访者（40％）愿意支付与传统肉类相同的价格。就其未来潜力而言，近75％的受访者认为这种新产品将在五年多的时间内商业化，并且被认为是比传统肉类更符合道德（67％）和更环保（58％）的解决方案。此外,人口因素对使用人造肉的意愿有重大影响。例如,在年轻男性受访者(18-30岁)中发现较高的WTT和WTE，很少食用肉类或收入较低的男性（<1,500欧元）。这也适用于女性受访者，谁,然而,属于高收入阶层。受过高等教育或收入高达3,000欧元的年轻德国消费者以及不吃肉的消费者对这种新颖食品的WTP很高。此外,受访者对人造肉的积极评价和接受度对WTT和WTP有积极影响。这些结果对于讨论全球肉类生产在可持续性方面的范式转变非常重要。对肉类的需求和新食品的采用。
