Age matters: The effect of regret and loss aversion on cultured meat acceptance.

Autor: Duong C; Consumer Research Lab, Curtin University, Perth, Australia; School of Management and Marketing, Curtin University, Perth, Australia. Electronic address: Patrick.duong@curtin.edu.au., Sung B; Consumer Research Lab, Curtin University, Perth, Australia; School of Management and Marketing, Curtin University, Perth, Australia., Septianto F; School of Business, The University of Queensland, Brisbane, Australia.
Jazyk: angličtina
Zdroj: Appetite [Appetite] 2024 Oct 01; Vol. 201, pp. 107614. Date of Electronic Publication: 2024 Jul 27.
DOI: 10.1016/j.appet.2024.107614
Abstrakt: Cultured meat shows great promise as a more sustainable alternative to conventional meat consumption. However, consumer acceptance of cultured meat remains a great challenge as studies indicate a general reluctance to adopt this product. Notably, while existing literature has provided various factors influencing consumer acceptance of cultured meat, there is a limited focus on the use of affective cues. The present research examines the impact of regret appeal on consumers' willingness to try cultured meat. In two experimental studies, the authors investigate (1) the interactive effect between regret and age on willingness to try cultured meat, and (2) the role of loss aversion as a mediating factor between regret and willingness to try cultured meat. The results demonstrate the effectiveness of regret appeal in increasing consumers' willingness to try cultured meat, particularly among older populations. This is because older populations exhibit higher levels of loss aversion. The present study is the first to shed light on the interactive effect of regret and age in influencing sustainable product acceptance. Furthermore, the study establishes the first empirical evidence to demonstrate that loss aversion is a valid self-regulating strategy adopted to cope with the feeling of regret in a consumption context.
Competing Interests: Declaration of competing interest This work was supported by the Australian Research Council (DE220100100). We wish to confirm that there are no known conflicts of interest associated with this publication and there has been no financial support for this work that could have influenced its outcome. We confirm that the manuscript has been read and approved by all named authors and that there are no other persons who satisfied the criteria for authorship but are not listed. We further confirm that the order of authors listed in the manuscript has been approved by all of us. We confirm that we have provided a current, correct email address which is accessible by the Corresponding Author. Signed by corresponding author as follows.
(Copyright © 2024 The Authors. Published by Elsevier Ltd.. All rights reserved.)
Databáze: MEDLINE
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