Willingness to switch to cultured meat: insights from UAE Muslim consumers

Purpose The purpose of this paper, which is focused on a Muslim consumer sample’s willingness to switch from natural to cultured meat, is threefold: (1) To investigate the internal environmental locus of control (INELOC) “types” as antecedents on perceived benefits; (2) To examine the impact of perceived benefits on Muslim consumers’ willingness to switch (MCWS) to cultured meat; and (3) To explore perceived benefits as a mediator between INELOC (green consumers, environmental activists, environmental advocates and recyclers) and MCWS to cultured meat. Design/methodology/approach The study collected survey responses from 241 Emirati consumers from the United Arab Emirates (UAE) and analysed them using the partial least squares method and structural equation modelling. Findings The authors found that three INELOC “types” – (i.e. environmental activists, environmental advocates and recyclers) – personal responsibility factors predict perceived benefits. The results also showed that perceived benefits positively influence MCWS to cultured meat. Finally, perceived benefits mediate between three INELOC “types” – (i.e. environmental activists, environmental advocates and recyclers) – and MCWS to cultured meat. Research limitations/implications The study provides theoretical insights on how INELOC influences MCWS to cultured meat in the UAE. Furthermore, the study offers important implications for meat alternative companies in their marketing strategies in shaping Muslim consumers’ decision to switch and consume cultured meat, as well as for policymakers in designing parameters for importation, consumption and creation of cultured meat products in the country. Further, it has implications for exporters of halal meat and for food security in the UAE and other drylands. Originality/value Using INELOC and Stimulus-Organism-Response theories, to the best of the authors’ knowledge, this study is the first attempt to empirically investigate Muslim consumers’ willingness to transition to cultured meat in the UAE. Moreover, this study serves as an early attempt to evaluate perceived benefits as a moderator between INELOC and MCWS to cultured meat.