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The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.

In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.

It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.

This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.

Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.

This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

The purpose of this paper is to investigate consumers' reactions to a new kind of green food product that is the so-called lab-grown meat (LGM). This kind of meat does not derive from animal or vegetal cultures but is produced on the basis of “tissue-engineering” technologies, by injecting muscle tissue from an animal into a cell culture, allowing cells to “grow” outside the animal's body. By considering the similar nutritional characteristics of traditional types of meat, and the potential in terms of sustainability, the authors investigate the effect of the advertising, communication focus promoting LGM-based meat, on consumers' willingness to buy (WTB) and word-of-mouth (WOM), by shedding light on the moderator role of consumers' environmentalism and status consumption orientation tendency in influencing such relationship.

Through an exploratory research design, the authors conducted a study based on a two-cell experiment that manipulated the advertising communication focus by using a hamburger made of synthetic meat related to a fictitious brand called “Gnam”, to manipulate the advertising communication focus (sustainability vs. taste), then evaluating consumers' WTB, WOM, environmentalism and status consumption orientation.

Results show that the communication focus (sustainability vs. taste) exerts a positive effect on consumers' WTB and WOM, and how such effect is magnified both by consumers' environmentalism and status consumption orientation, in the attempt to show other a green status and their green consumption tendency.

Despite the promising results, the study does not consider other consumers' individual differences, i.e. as for the role of age, or cultural differences.

Practically, this study suggests marketers and managers how to design effective marketing campaigns to incentivise LGM-based food products purchase, and promote positive WOM, on the basis of certain consumers' individual differences useful to segment their clientele in terms of environmentalism, and status consumption orientation tendency.

Socially, this study may contribute to incentivising the use of alternative forms of meat as a food product not deriving from animal or vegetal culture, coherently with recent sustainability worldwide claimed goals.

This is the first paper to investigate consumers' reactions to LGM-based food products, by shedding light on the fundamental role of consumers' individual differences.

This paper aims to provide empirical insight into the trends and structural changes in meat consumption in Vietnam.

This study applies the Quadratic Almost Ideal Demand System model on multiple cross-sectional data sets derived from the Vietnam Household Living Standards Survey (VHLSS) of 2004–2016 and follows a consistent two-step procedure to deal with the zero consumption issue. The estimated demand elasticities are then compared and analyzed over time.

The empirical results show that in the last decade, meat consumption patterns in Vietnam have undergone a remarkable structural change, with poultry and beef increasingly taking important roles in the meat consumption structure of households. In addition, demographic characteristics, including settlement type, household size and the age of the household head, have significantly influenced meat expenditure patterns in Vietnam.

The paper considers the demand for meat consumed at home but not meat consumed away from home.

In many developing countries, increased disposable income, together with rapid urbanization and international integration, has significantly changed consumers' food consumption behaviors. This is one of the first studies using household survey data, which permits the exploration of heterogeneous preferences between consumers, to explore structural changes in food consumption patterns in Vietnam.

Amidst compounding crises and increasing global population’s nutritional needs, food supply chains are called to address the “diet–environment–health” trilemma in a sustainable and resilient manner. However, food system stakeholders are reluctant to act upon established protein sources such as meat to avoid potential public and industry-driven repercussions. To this effect, this study aims to understand the meat supply chain (SC) through systems thinking and propose innovative interventions to break this “cycle of inertia”.

This research uses an interdisciplinary approach to investigate the meat supply network system. Data was gathered through a critical literature synthesis, domain-expert interviews and a focus group engagement to understand the system’s underlying structure and inspire innovative interventions for sustainability.

The analysis revealed that six main sub-systems dictate the “cycle of inertia” in the meat food SC system, namely: (i) cultural, (ii) social, (iii) institutional, (iv) economic, (v) value chain and (vi) environmental. The Internet of Things and innovative strategies help promote sustainability and resilience across all the sub-systems.

The study findings demystify the structure of the meat food SC system and unveil the root causes of the “cycle of inertia” to suggest pertinent, innovative intervention strategies.

This research contributes to the SC management field by capitalising on interdisciplinary scientific evidence to address a food system challenge with significant socioeconomic and environmental implications.

Future foods such as plant-based meat alternatives (PBMA) are a means to achieving a more sustainable food system. However, there is a gap in what is known about PBMA from the consumer side, considering it is a relatively new food. Therefore, the paper aims to examine whether trust and perception could explain the intention to consume PBMA among Chinese adults.

The paper elicited the level of trust and perceptions related to PBMA. Then logistic regressions and mediation analysis were estimated to determine the associations between consumption intentions towards PBMA and a range of trust and perception variables.

The results indicate that most respondents trust food safety regulators and the labelling and composition standards. A comparison of the perception of meat and PBMA revealed that the majority of respondents perceive meat as tastier than PBMA while PBMA as being better for the environment. Regarding the effect of trust and perception on consumption intention, respondents that perceive PBMA as being better for the environment and having lower food safety risks are more likely to eat PBMA. Also, consumption intentions for PBMA are higher among respondents who trust safety regulators and independent promoters.

The finding on both the intention to try and the potential for sustained consumption is a prerequisite to predicting future demand. These findings are also crucial to guiding market orientation.

This paper focuses on drivers/barriers of consumer consumption intention – a shift from studies which examine product attributes and sensory or marketing determinants of consumption decisions.

The adverse effects on environmental sustainability, human health and animal welfare are often cited as the main reasons for reducing animal-based meat production and consumption. This study explored the food choice motives that determine consumer attitude toward plant-based meat (PBM) as a sustainable meat alternative. The theory of planned behavior (TPB) was applied to further determine whether an individual’s attitude toward PBM, subjective norms and perceived behavioral control influence their willingness to try novel meat substitutes (i.e. PBM). Finally, the moderating effect of meat attachment was also considered.

Online self-reported questionnaires were administered in Taiwan, and 294 valid questionnaires were collected. Structural equation modeling (SEM) and moderated regression were employed for analysis.

The results clarified the food choice motives that influenced consumer attitude toward PBM and revealed that attitude and subjective norms pertaining to trying PBM explained up to 35.03% of the variance in consumer willingness to try PBM. Notably, consumer meat attachment moderated the positive relationship between consumer attitude toward PBM and willingness to try PBM such that it became negative.

On the basis of the empirical findings regarding the food choice motives that influence consumer attitude and willingness to try PBM, this study provided practical implications for marketers seeking to increase consumer willingness to try PBM.

The main theoretical contribution of this research is that food choice motives should be considered in a TPB model to explain consumer willingness to try PBM. The moderating effect of consumer meat attachment should also be considered.

Many consumers express interest in plant-based meat alternatives (PBMA); however, they are reluctant to change their meat consumption behaviour. To support the transition to a “meat-free” diet, it is necessary to understand the influencing factors to purchase PBMA. This study responds to a gap in the literature and aims to explore the factors influencing Chinese consumers' willingness to purchase PBMA in terms of “Capability, Motivation and Opportunity”.

Cross-sectional data were collected through an online survey in China (n = 591). Correlation testing and multiple linear regression were used to identify factors that may influence consumers' willingness to purchase PBMA by applying the COM-B model; which refers to Capability (C), opportunity (O), and motivation (M) as three key factors capable of changing behaviour (B).

The results show that consumers with better income and education are more likely to consume PBMA. Familiarity with purchasing channels and cooking knowledge were “capability” catalyst for purchase intentions; support from people around and who also consume PBMA provided opportunities; animal welfare, food safety, sustainability and emotional benefits were motivating factors for facilitation. With capabilities and opportunities, consumers are more likely to be motivated to purchase PBMA. It was also clear, environmental support and appropriate purchasing conditions overweigh knowledge and previous experience in motivating PBMA purchase. Additionally, the study found that familiarity, past experience, high status symbols of meat and health concerns were positively associated with but did not affect purchase intentions (p > 0.05).

The current study did not find a substitution effect for PBMA, as participants tended to consider PBMA as a type of meat and did not substitute it for their daily meat consumption unless motivated.

This study provides a theoretical framework and insights for future research, and production companies can develop marketing initiatives based on the contributing factors using the COM-B model.

The purpose of this study is to investigate consumers' attitudes towards alternative slaughter methods (ASMs). ASMs present more animal-friendly and stress-free slaughter practices. However, these practices are not yet widespread due to strict regulations, high labor efforts and costs. Therefore, the market for meat products from ASMs is still small, and less is known about consumers' awareness, assessment and willingness to pay (WTP) for these products.

This study aims to close the research gap using a standardized and representative online survey among 1,604 German participants. To identify target groups for these kinds of meat products, a factor and cluster analysis was conducted.

The results show that ASMs are not widely known among consumers. Overall, participants evaluated ASMs positively, but about 1/3 of the participants stated to also have concerns related more to hygiene than to animal welfare issues. The cluster analysis reveals two out of four clusters found that are interested in ASMs. These clusters are characterized by high trust in small butcheries and organic meat consumption.

The slaughtering sector has hardly been examined from an economic point of view in the animal welfare debate so far. This study identifies potential target groups for products originating from ASMs based on possible consumption drivers and barriers. Therewith, products from particular animal welfare friendly slaughter methods can be promoted purposefully to suitable target groups.

Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements.

A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention.

Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement (p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert (p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement (p < 0.05).

This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.

The purpose of this article is (1) to carry out an ambivalent analysis of the determinants (benefits/risks) of the adoption of cultured meat, (2) to identify their impacts on consumers’ attitudes (cognitive, affective and conative) and (3) to propose a research agenda.

A systematic review of the relevant literature was conducted. The authors selected 86 articles that were coded using NVivo 12 software according to the theoretical framework chosen for this study: (1) consumer attitude ambivalence (benefit–risk) – conflicting presence of positive and negative attitudes in decision-making, (2) the consumer preference theory – choice of consumers based on utility maximisation or best characteristics/determinants and (3) the three-dimensional perspective of attitude – cognitive, affective and behavioural components. The authors followed the methodological steps (formulation of the research question, identification of relevant scientific studies, evaluation of the quality of studies, summary of evidence and interpretation of results) recommended by Lipsey and Wilson (2001) and Tranfield et al. (2003). Several keywords were drawn from a study by Bryant and Barnett (2019) on cultured meat (CM) nomenclature and its impact on consumer acceptance.

The identified articles were relatively recent (84/86 articles were published after 2010) and in the fields of agriculture and ethical agriculture (22/86), policy and regulations (12/86) and psychology (11/86). Content analysis helped identify four types of ambivalent determinants for the adoption of cultured meat: ethics, intrinsic, informational and belief. The results suggest the existence of a group of “dominant” determinants for each attitude component. Thus, the dominant determinants of cognitive, affective and conative components are informational, ethical and intrinsic determinants, respectively.

This research is based on a systematic review of literature and is a review of the narrative literature that provides an overview of what is known about cultured meat adoption. The main weakness of this type of method is the feasibility generally associated with the existence (and a sufficient number) of studies that can be included. Other types of the meta-analytic method could have been used and could have explored different measures and biases (e.g. effect sizes, statistical power, sampling error, measurement error and publication bias). Also, as a food technology whose social acceptability would be influenced by all stakeholders, it would be relevant to expand the analysis to other types of stakeholders.

Little is still known to the public about the adoption mechanisms of this technology. In terms of behaviour, Siegrist et al. (2018) suggest that new studies should focus on factors that influence the individual differences in the willingness of consumers to eat or purchase cultured meat. By identifying the dominant target influence of informational determinants on cognitive components, that of ethical determinants on affective components and finally that of intrinsic determinants on conative attitudes, this article offers a first avenue of solution to businesses operating in this new industry, as well as to public authorities, to improve the acceptance of cultured meat. Private businesses will benefit from the results of this research by understanding the underlying motivations of consumers to adopt this type of innovation in order to adjust future marketing.

This article, through better understanding of the psychological mechanisms that contribute to its social acceptability amongst the population, has the potential to improve educational campaigns for this technology. The results could thus guide both public policies as well as the regulation of activities related to cultured meat in the coming years, professional orders, private businesses and the general public. It thus provides initial insight needed to understand this public debate.

Research addressing cultured meat has come primarily from agribusiness and environmental and biological sciences. The authors highlighted the need for interdisciplinary collaboration between biological and social sciences to address ethical issues. This article, via multidisciplinary systematic reviews, links environmental/biological sciences and social sciences, and management.