Awareness and Consumer Acceptance of Cultured Meat

Abstract

The aim of the study was to evaluate the awareness and acceptance of cultured meat in UT of Jammu and Kashmir (n = 400) and to study the perception of meat scientists of India (n=51) about cultured meat. The post-graduate students (n = 295) and Veterinary Assistant Surgeons (n = 105) were selected as respondents by random sampling method. The data was collected with the help of an interview schedule developed for the respondents of Jammu and Kashmir and through questionnaire for meat scientists. Questionnaire was developed as a google form to evaluate meat scientists perception of cultured meat in India. The link to the questionnaire was sent to the meat scientists through email and the responses were received in Google drive. Majority of the respondents of Jammu and Kashmir were male (54.25%), ate meat at least twice a week (40.50%) and preferred red meat (65.75%). About (17.00%) of the respondents supported cultured meat and also choose it as the preferred meat whereas the majority (81.25%) preferred conventional meat. About (27.50%) of the respondents agreed to try cultured meat at least once and at a higher price (11.25%). Liking for regular meat (36.25%), fear of new untested technological products (27.50%) and high cost (13.00%) were the main reasons for unwillingness to try cultured meat. The respondents believed that, cultured meat does not seem to be healthier (91.00%) and society should not rely on this type of production (22.50%) and quick transition can be risky (48.75%). The respondents agreed that it seems to be harmful to the health (86.00%) and there is not enough scientific evidence yet to prove its safety (52.50%). The study also evaluated perception of meat scientists and SWOT analysis of cultured meat using meat scientists (n=51) as a respondents. The majority of the meat scientists were male (70.00%), ate meat at least twice a week (34.00%) and preferred red meat (80.00%). About (25.00%) of the scientists supported cultured meat whereas the majority (49.00%) preferred conventional meat. About (38.00%) agreed to try cultured meat at least once and at a higher price (6.00%) and were willing to replace conventional meat with it (6.00%). Liking for regular meat (58.00%), fear of new untested technological products (21.00%) and high cost (19.00%) were the main reasons for unwillingness to try cultured meat. The meat scientists believed it does not seem to be healthier (44.00%) than regular meat as its benefits are often grossly overstated (61.00%) and quick transition can be risky (58.00%). The meat scientists agreed that there is not enough scientific evidence yet to prove its safety (61.00%) and low carbon footprint (61.00%). The results of the SWOT analysis revealed that highly skilled ambitious professionals was perceived as the main strength by a majority of the meat scientists (80.85%). The meat scientists (93.33%) perceived difficult, challenging and time-consuming technological advancements and small-scale and high-cost of production as the main weaknesses. Meat scientists (87.23%) perceived high demand for meat products and growing middle class and population growth as the major opportunities. Majority of the scientists (91.30%) perceived a lack of information about social acceptance as the major threat. newline