Cross-cultural consumer acceptance of cultured meat: A comparative study in Belgium, Chile, and China

Abstract

This study investigates consumer acceptance of cultured meat in Belgium, Chile, and China, countries with distinct meat consumption patterns and cultural contexts. An online survey (n = 1427) was conducted in the respective national language(s), with 471 respondents from Belgium, 464 from Chile, and 492 from China. The survey explored perceptions, attitudes, and behavioural intentions towards cultured meat. Across all countries, most respondents were meat eaters with a strong attachment to meat, and healthiness was ranked as the most important factor in daily food choices. In general, cultured meat was perceived as animal friendly and innovative. Chinese consumers were more likely to identify as late adopters of new food technologies but showed higher levels of likelihood to purchase, replace conventional meat with, and pay for cultured meat, compared to their Chilean and Belgian counterparts. Using the Value-Attitude-Behaviour (VAB) framework, the study investigates how personal values, meat attachment, and consumer innovativeness influence acceptance. Consumers from China emerged as the most open to consuming cultured meat, followed by those from Chile and Belgium. Differences in acceptance may relate to how meat attachment affects the perceived wholesomeness of cultured meat across countries. The study highlights key limitations, including the absence of sensory experience with cultured meat. It emphasizes the need for further research, especially in underexplored regions like Latin America, and advocates for tailored strategies targeting market segments based on dietary habits and cultural contexts.