The coexistence of psychological drivers and deterrents of consumers’ willingness to try cultured meat hamburger patties: evidence from South Africa

The widespread consumption of alternative meat products, such as plant-based alternatives in the hamburger patty market, has provided insights into the potential of commercially produced cultured meat. Evidence from previous alternative meat studies shows mixed results on whether experience with commercially available alternative protein will help to overcome or compound consumers’ concerns about cultured meat. This study investigates the effect that South African consumers’ implicit perceptions developed by experience with and from attitudes about novel products and perceptions about the product could influence their acceptance of cultured meat. South African consumers’ perceptions were estimated using opinion statements, and the level of agreement was ranked on a Likert scale. Composite indices were extracted from these data, which were regressed against consumers’ willingness to try cultured meat burger patties. Results suggest that the implicit perceptions (worldviews) promoted both neophobic and neophilic attitudes, while explicit (product-specific) perceptions indicated that concerns of anticipated social, cultural and economic disruptions may drive non-adoption. The study’s results suggest targeted marketing approaches that can utilise implicit perceptions to promote consumer adoption. Other results indicated the areas of concern that should be addressed to facilitate acceptance and the population groups that could be targeted as early adopters. These results contribute to a better understanding of the potential market for cultured meat in the world's eighth-largest per capita beef consumer and provide insights into drivers and deterrents of cultured meat in an environment that struggles with food security.