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

Caio Rodrigues da Silva, Elder Semprebon
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引用次数: 11

Abstract

ABSTRACT In order to understand the acceptance of cultivated meat, we propose experiments regarding (i) a sustainability appeal to increase consumer’s purchase intention, (ii) private consumption as a mediator, and (iii) awareness of environmental issues related to the production process and the use of antibiotics and hormones in the production process as moderators. The results showed that the sustainability appeal of cultivated meat raises consumers’ intention to buy it, while private consumption explains their low intention to buy it. In addition, the low awareness of the production process and the use of antibiotics and hormones in the production process reduce the consumers’ intention to purchase cultivated meat, both directly and indirectly. These results contribute to the literature on the adoption of cultivated meat and sustainable appeals, thus expanding the discoveries regarding a more efficient way of placing it on the market.
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人造肉怎么样?可持续发展诉求、环保意识和消费语境对消费者购买意愿的影响
摘要为了了解人们对养殖肉的接受程度,我们提出了以下实验:(i)提高消费者购买意愿的可持续性吸引力;(ii)将私人消费作为媒介;(iii)将生产过程中的环境问题以及生产过程中抗生素和激素的使用作为调节因素。结果表明,养殖肉的可持续性吸引力提高了消费者的购买意愿,而私人消费解释了他们购买意愿的低。此外,对生产过程的低认识以及生产过程中抗生素和激素的使用直接和间接降低了消费者购买养殖肉的意愿。这些结果有助于有关采用栽培肉类和可持续吸引力的文献,从而扩大了关于将其推向市场的更有效方法的发现。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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