Potential cultured meat consumers in Greece: Attitudes, motives, and attributes shaping perceptions

Abstract

The impact of the meat sector on the environment is critical and meat alternatives have been suggested as solutions to mitigate it. This study aimed to understand the attitudes, motives, and attributes shaping consumer willingness to try (WTT), eat regularly (WTE), and pay (WTP) for cultured meat having, as a case study, a sample of 838 Greek residents. The results primarily reflected the views of younger and well-educated consumers. Although this demographic was not the initial target, it was considered the anticipated primary market for cultured meat upon its launch. A total of 58% of the respondents expressed WTT cultured meat, with primarily Gen Z showing a higher positive attitude toward it. However, the WTT was primarily driven by curiosity and it was not reflected in WTE or in WTP. Greek consumers prioritized a set of characteristics they would expect from cultured meat, giving emphasis to factors such as taste, safety, and nutritional value. The importance of clear and non-misleading naming to preserve consumers’ right to know what they are purchasing was also underlined. In conclusion, the potential acceptance of cultured meat in Greece is influenced by many factors, including generational shifts, product characteristics, naming and promotion.