Acceptance of in vitro meat and the role of food technology neophobia, dietary patterns and information – Empirical evidence for Germany

Abstract

PurposeThe present study addresses acceptance of in vitro meat (IVM) among a predominantly student sample in Germany. It is investigated to which extent food technology neophobia, the currently followed diet and information treatments impact acceptance of IVM measured via the construct willingness to buy (WTB).Design/methodology/approachA quantitative online-survey was conducted in August 2020 using a between-subject design with three different information treatments and one control group. Moreover, the Food Technology Neophobia (FTN) scale was employed, For the statistical analysis, the χ2 and Kruskal–Wallis test were used. Additionally, a binary logit model was specified and estimated in order to investigate the determinants of willingness to buy IVM accounting for the effects of gender, age, vegetarianism/veganism, FTN, prior knowledge, information treatments and potential interaction effects.FindingsParticipants following a vegan or vegetarian diet exhibit a lower likelihood of IVM acceptance in comparison to participants following an omnivore diet. However, a considerable share of vegan and vegetarian participants expressed a positive WTB. Moreover, an increasing FTN score (i.e. an increase in food technology neophobia) goes along with a reduced likelihood of acceptance, while all three information treatments increase acceptance in comparison to the control group. The largest effect on acceptance could be found for the environmental benefit treatment.Practical implicationsThe findings show that especially among a young and highly educated sample the stressing of environmental benefits of IVM has a substantial impact on acceptance. This might be taken up in information and marketing campaigns once the product becomes available on the European market.Originality/valueSo far the empirical evidence on German consumers' acceptance of IVM is scarce. The present study addressed this research gap by focusing on a young sample with a high percentage of vegetarians and vegans and analyzing the role of food technology neophobia and different information treatments in a between-subject design.