Norwegian consumers’ willingness to try cultured meat

Abstract

Cultured meat (CM) is likely to reduce environmental footprints and health problems and improve animal welfare, but its success in the market will rely on consumer acceptance. A survey was used to investigate consumer acceptance of CM in Norway. The survey was conducted pre the COVID-19 pandemic and during the pandemic with a total of 4,683 usable responses. A partial proportional odds model was estimated, and identical coefficients were not rejected for the two periods. Social trust, trust in food authorities, and support to green parties were positively associated with the willingness to try CM but there was no association with trust in food retailers. Respondents who emphasized natural components and food safety were less willing, and respondents who emphasized health, novelty, environment, and price were more willing. Young, male, highly educated, urban, non-religious, non-vegetarian supporters of green parties were also more willing to try CM, and marketing activities should target these groups.