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Polish Consumers’ Attitudes Towards ‘Clean Meat’

Author

Listed:
  • Ankiel Magdalena
  • Łyko Marta
  • Pachołek Bogdan

    (Uniwersytet Ekonomiczny w Poznaniu, Katedra Marketingu Produktu, al. Niepodległości 10, 61-875 Poznań, Poland)

Abstract

An understanding over potential consumers’ openness and need for a product, as well as their reservations and expectations, is essential for launching a new product, ‘clean meat’ not being an exception. Research has been conducted in terms of attitudes, perception, and reservations, but most often in forms of analysing declarations rather than actual observations of consumer behaviour. The aim of the study was to assess consumer attitudes towards ‘clean meat’, in particular acceptance, perception, barriers, and factors influencing attitudes towards ‘clean meat’. The study was voluntary, conducted using online survey and addressed to respondents up to the age of 55 years. The research sample consisted of 418 respondents, representing a diversified sociodemographic profile. The results of the survey showed that for many respondents meat was an important part of their diet and eaten frequently. A majority of the respondents were not aware of the meaning of the expression ‘clean meat’, though after a brief introduction to the product, a majority expressed being open to trying it. Availability, taste, and higher price were identified as the biggest barriers against trying ‘clean meat’, and potential of the invention, interest aroused, and its perceived benefit for the environment were the qualities most associated with this invention.

Suggested Citation

  • Ankiel Magdalena & Łyko Marta & Pachołek Bogdan, 2023. "Polish Consumers’ Attitudes Towards ‘Clean Meat’," Marketing of Scientific and Research Organizations, Sciendo, vol. 50(4), pages 115-136, December.
    • Handle: RePEc:vrs:mosaro:v:50:y:2023:i:4:p:115-136:n:1
    DOI: 10.2478/minib-2023-0025
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    References listed on IDEAS

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    1. Shahida Anusha Siddiqui & Tayyaba Alvi & Aysha Sameen & Sipper Khan & Andrey Vladimirovich Blinov & Andrey Ashotovich Nagdalian & Mohammad Mehdizadeh & Danung Nur Adli & Marleen Onwezen, 2022. "Consumer Acceptance of Alternative Proteins: A Systematic Review of Current Alternative Protein Sources and Interventions Adapted to Increase Their Acceptability," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
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    More about this item

    Keywords

    ‘clean meat’; conventional meat; in-vitro food production; consumer acceptance; consumer perception; meat alternatives; protein source alternatives; „czyste mięso”; mięso konwencjonalne; produkcja żywności in vitro; akceptacja konsumentów; percepcja konsumentów; alternatywy dla mięsa; alternatywne źródła białka;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • D19 - Microeconomics - - Household Behavior - - - Other

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