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Perception of Cultured Meat as a Basis for Market Segmentation: Empirical Findings from Croatian Study

Author

Listed:
  • Ivica Faletar

    (Thünen Institute of Market Analysis, Bundesallee 50, 38116 Braunschweig, Germany)

  • Marija Cerjak

    (Department of Marketing in Agriculture, University of Zagreb Faculty of Agriculture, Svetošimunska 25, 10000 Zagreb, Croatia)

Abstract

Many studies have already addressed the perception of cultured meat, but the segmentation of potential consumers has not been adequately investigated. Based on an online survey in Croatia with 411 valid responses, four socio-demographically characterized segments were identified. The key differentiators between the segments relate to consumers’ moral and ethical concerns about cultured meat and their perceptions of the impact of cultured meat production on the economy. The multinomial logistic regression used to describe the segments found that the segments differed from the reference segment (Concerned) in terms of support for public research and funding of cultured meat, the willingness to consume it, and religiosity. These results help provide deeper insight into the profiles of potential consumers of cultured meat.

Suggested Citation

  • Ivica Faletar & Marija Cerjak, 2022. "Perception of Cultured Meat as a Basis for Market Segmentation: Empirical Findings from Croatian Study," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:6956-:d:833060
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    References listed on IDEAS

    as
    1. Sarah Hölker & Marie von Meyer-Höfer & Achim Spiller, 2019. "Animal Ethics and Eating Animals: Consumer Segmentation Based on Domain-Specific Values," Sustainability, MDPI, vol. 11(14), pages 1-17, July.
    2. Karna Ramachandraiah, 2021. "Potential Development of Sustainable 3D-Printed Meat Analogues: A Review," Sustainability, MDPI, vol. 13(2), pages 1-20, January.
    3. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    4. Nicolas Treich, 2021. "Cultured Meat: Promises and Challenges," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 79(1), pages 33-61, May.
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