The role of conventional meat unnaturalness in cultured meat acceptance: A test of holistic mindset.

Autor: Arango L; The University of Queensland, Australia. Electronic address: l.arangosoler@uq.edu.au., Septianto F; The University of Queensland, Australia., Pontes N; The University of Queensland, Australia.
Jazyk: angličtina
Zdroj: Appetite [Appetite] 2024 Dec 01; Vol. 203, pp. 107656. Date of Electronic Publication: 2024 Sep 01.
DOI: 10.1016/j.appet.2024.107656
Abstrakt: The eventual reality of a cultured meat market is increasingly uncertain, primarily due to low consumer acceptance levels influenced by perceptions of unnaturalness towards cultured meat. Previous research has shown limited success in increasing acceptance through naturalness messages. In this research, we employ a counter-messaging strategy that highlights the unnaturalness of conventional meat and show that it is effective at increasing willingness to try cultured meat among a particular consumer segment. Across two experimental studies, we show that this counter-messaging strategy is successful at increasing willingness to try cultured meat among holistic mindset consumers-i.e., those holding beliefs to the effect that considering the whole is fundamental to understanding the parts of a phenomenon. We establish this effect by both measuring (Study 1) and priming (Study 2) analytic-holistic mindset and also establish the mechanism driving this interactive effect (Study 2): positively-valenced feelings. Our findings are informative theoretically, extending mindset and counter-messaging theory to the context of cultured meat and, practically, offering crucial pointers to stakeholders interested in the promotion of cultured meat.
Competing Interests: Declaration of competing interest The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
(Copyright © 2024 The Authors. Published by Elsevier Ltd.. All rights reserved.)
Databáze: MEDLINE
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