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Understanding Consumer Attitudes toward Cultured Meat: The Role of Online Media Framing

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  • Béré Benjamin Kouarfaté

    (Marketing Department, School of Management Sciences, University of Quebec at Montreal (ESG UQAM), Montreal, QC H2X 3X2, Canada)

  • Fabien Durif

    (Marketing Department, School of Management Sciences, University of Quebec at Montreal (ESG UQAM), Montreal, QC H2X 3X2, Canada)

Abstract

The widespread commercialization of cultured meat, produced from animal stem cells grown in vitro, faces significant challenges related to technical, regulatory, and social acceptability constraints. Despite advancements in knowledge, the acceptance of this innovation remains uncertain. Understanding individuals’ decision-making processes and interpretative patterns is crucial, with media framing playing a key role in shaping attitudes toward cultured meat adoption. This research, focusing on Twitter as a social media platform, examines the impact of media framing on consumer attitudes (cognitive, affective, and conative) regarding cultured meat. Qualitative (content analysis) and quantitative (MANOVA) analyses were conducted on 23,020 posts and 38,531 comments, selected based on media framing or containing relevant attitude components. This study reveals that media-framed posts significantly influence consumer attitudes compared to non-media-framed posts. While different types of media framing (ethical, intrinsic, informational, and belief) exhibit varying impacts on attitude components, posts combining ethical, intrinsic, and informational frames have a more substantial effect on cultured meat acceptability. The belief frame, particularly for the behavioral component, is equally influential. Consumer attitudes toward cultured meat are found to be ambivalent, considering the associated benefits and risks. Nevertheless, the affective component of attitude is notably influenced by posts featuring informational and ethical media frames. This study suggests implications for authorities and businesses, emphasizing the importance of differentiated education and marketing strategies. Advertising messages that combine ethical, intrinsic, and informational frames are recommended. Additionally, this study advocates for regulatory measures governing the production, marketing, and consumption of cultured meat to instill consumer confidence in the industry. By highlighting the significance of beliefs in cultured meat consumption behavior, this research points toward potential exploration of cultural and religious influences in future studies.

Suggested Citation

  • Béré Benjamin Kouarfaté & Fabien Durif, 2023. "Understanding Consumer Attitudes toward Cultured Meat: The Role of Online Media Framing," Sustainability, MDPI, vol. 15(24), pages 1-28, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:24:p:16879-:d:1300920
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    References listed on IDEAS

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    1. Ortega, David L. & Sun, Jiayu & Lin, Wen, 2022. "Identity labels as an instrument to reduce meat demand and encourage consumption of meat alternatives in China," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322089, Agricultural and Applied Economics Association.
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