Marketing strategies for cultured meat

Abstract

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

Date of Award	6 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Yan Bernardes Vieites (Supervisor)