Assessment of the consumers’ attitude to the alternative meat. Review

Cultivated meat technology is a new and pretty controversial food technology presented as a method of meat production without dependence on large-scale farming of industrial livestock. It is based on the principles of people’s humanistic attitude to animals and environmental care. The article summarizes the results of the “life cycle” assessment of the cultivated meat and the possible environmental effect of its production technology on global warming. The presented review is aimed at assessing consumer perception of cultivated meat by analyzing and systematizing the results of previous studies that examined the consumers’ attitudes to the risks and benefits of the alternative meat. Systematized research data allowed identifying key factors that influence onto the consumers’ perception of the food products. For example, one of the main reasons for a negative attitude towards cultivated meat is food neophobia. In addition, differences in this product acceptance by various consumers groups were analyzed. Generalization of the results allowed systematizing the motivators and barriers that may affect the mass consumption of the cultivated meat in the future, taking into account the innovations in the new food technologies development. Acceptance rates of the cultivated meat vary in relevance with demographics, socio-cultural, religious, ethical perceptions and traditions. However, it should be noted that there is no consensus on the perceived advantages, disadvantages, threats and opportunities of the consumers’ acceptance of the cultivated meat. This review notes that a number of studies show a relatively high level of consumer/population willingness to try the cultivated meat. However, the acceptance rates of the cultivated meat are generally lower than for other alternative proteins (e. g. legumes, plant-based meat). The main negative factor in the acceptance of the cultivated meat is that consumers perceive the cultivated meat as the unnatural one. The study therefore examines various issues related to the formation of both positive and negative attitudes towards the cultivated meat. It also helps to better understanding the consumers’ psychology and allows more accurate prediction of their behavior.