How about Cultivated Meat? the Effect of Sustainability Appeal, Environmental Awareness and Consumption Context on Consumers’ Intention to Purchase

Silva, Caio Pedrinho Da; Semprebon, Elder

doi:10.1080/10454446.2021.1921090

Cited by 17 publications

(13 citation statements)

References 27 publications

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“…Even though cultured meat is also expected to follow this trend, a growing number of studies, including this one, are starting to explore factors that could potentially increase the acceptance of this product. Strategies such as highlighting the environmental (Silva & Semprebon, 2021), health (Bryant, van Nek, et al, 2020), and ethical (Weinrich et al, 2019) benefits of cultured meat, as well as framing the product in a certain way (Bryant & Barnett, 2019; Possidónio et al, 2021), have led to positive results in terms of acceptance. We contribute to this body of literature with the new strategy of employing scarcity appeals, specifically demand‐based scarcity appeals, which reduce perceptions of risk by highlighting the product's appeal among other consumers.…”

Section: Discussionmentioning

confidence: 99%

“…Second, scarcity appeals are expected to be effective across a wide range of consumer segments. The reason is that in contrast to tactics that, for instance, draw attention to ethical (Weinrich et al, 2019), environmental (Silva & Semprebon, 2021), or other benefits of cultured meat, these appeals do not rely on the endorsement of a particular set of values or beliefs by consumers. In this sense, even if many people are unwilling to change their diets based on facts, for instance, about environmental impact (Macdiarmid et al, 2016), they can still model their behavior on what others around them are doing.…”

Section: Discussionmentioning

confidence: 99%

“…In their recent systematic literature review, Pakseresht et al (2022) classify these factors into seven broad categories: familiarity/awareness of the technology, ethical and environmental concerns, risk perceptions, product properties, emotional reactions, personal factors, and alternatives and availability. Research on these various factors offers insights into strategies that can increase the acceptance of cultured meat, such as educating consumers about the technology (Verbeke et al, 2015), emphasizing the environment (Silva & Semprebon, 2021; though see Van Loo et al, 2020) and ethical (Weinrich et al, 2019; though see Lupton & Turner, 2018) benefits of the product, reassuring consumers regarding its safety/healthiness (Bryant, van Nek, et al, 2020) and taste quality (Mancini & Antonioli, 2019), labeling (e.g., describing it as “clean” instead of “lab‐grown” meat: Bryant & Barnett, 2019; Hallman & Hallman, 2020), presenting cultured meat holistically as part of a larger meal (Possidónio et al, 2021), and reducing its price (Grasso et al, 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

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The role of demand‐based scarcity appeals in promoting cultured meat

Arango

Chaudhury

2023

Psychology and Marketing

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A significant barrier to the adoption of cultured meat is perceptions of the product as risky. Across three experimental studies, we show that scarcity appeals that are demand‐based constitute an effective strategy for promoting cultured meat because of their negative influence on perceptions of risk. In study 1, we show that a demand‐based scarcity appeal is more effective than a supply‐based scarcity appeal (or no scarcity appeal) for promoting cultured meat and that this effect is mediated by consumer perceptions of risk. In study 2, we show that the effect of the type of scarcity appeals on perceptions of risk is moderated by perceived naturalness. In particular, we show that demand‐based scarcity appeals are especially effective when targeted at consumers who consider cultured meat unnatural. In study 3, we retest our moderated mediation model and show that it is corroborated by employing new stimuli and measures. We contribute to the literature on factors that have a nuanced impact on the acceptance of cultured meat as well as to the academic literature on advertising appeals and social norms. Our findings also offer insights for managers on crafting marketing communications that reduce perceptions of risk associated with cultured meat.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

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The role of demand‐based scarcity appeals in promoting cultured meat

Arango

Chaudhury

2023

Psychology and Marketing

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“…The plant-based alternative meat products market has attracted attention in recent years [ 1 , 2 ] from researchers, the food industry, and public health policymakers [ 3 ] since the demand for these products has grown worldwide [ 4 ]. Plant-based products that resemble animal meat have stood out among alternatives to meat [ 5 ].…”

Section: Introductionmentioning

confidence: 99%

Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers

Moreira

Veiga

et al. 2021

Foods

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The plant-based alternative meat products market has attracted attention in recent years, as the demand for these products has grown worldwide. To meet the needs of this promising market, marketers must pay attention to the expected benefits of consumers and the insights that can be gleaned from comments posted on social media. This article proposed an investigation of the potential of the content analysis of comments posted on the Instagram social network of food companies that manufacture plant-based alternative meat products to understand the expected benefits by end consumers from the perspective of the classic marketing mix variables. The content posted voluntarily by consumers was organized into 13 categories of expected benefits analyzed within a proposal of evidence from the perspective of the marketing mix. The results showed that, among the insights obtained, 63% were related to the place variable, 21% to the product variable, 11% to the price variable, and 5% to the promotion variable. The insights reinforce the notion that marketing mix variables are crucial factors for companies to make products available in the right place, in the right quantity, and at a fair price, in addition to engaging with consumers through social media.

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