Consumers' valuation for cultured meat: A multi‐city choice experiment in China

Abstract Despite the rising interest in cultured meat, there remains scant information on whether consumers would value it. This study evaluated consumers' willingness‐to‐pay (WTP) for cultured chicken and examined how information affects WTP. Using a choice experiment with a total of 571 samples, the results found that consumers are unwilling to pay a premium price for cultured chicken. The provision of information significantly enhances consumers' WTP, resulting in an increase of 8.66RBM/500 g for cultured chicken. Consumers who are younger, males, have higher environmental awareness, and exhibit lower levels of new food neophobia are willing to pay more for cultured meat.