Perception of Cultured Meat as a Basis for Market Segmentation: Empirical Findings from Croatian Study

Abstract

Many studies have already addressed the perception of cultured meat, but the segmentation of potential consumers has not been adequately investigated. Based on an online survey in Croatia with 411 valid responses, four socio-demographically characterized segments were identified. The key differentiators between the segments relate to consumers’ moral and ethical concerns about cultured meat and their perceptions of the impact of cultured meat production on the economy. The multinomial logistic regression used to describe the segments found that the segments differed from the reference segment (Concerned) in terms of support for public research and funding of cultured meat, the willingness to consume it, and religiosity. These results help provide deeper insight into the profiles of potential consumers of cultured meat.