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Mgr Iwo Jarosz
ORCID: 0000-0003-3671-1982

Graduate of the Law and Administration Faculty of the Jagiellonian University, a doctoral candidate in the Civil Law Department at the Jagiellonian University and an attorney at law in Kraków.

DOI: 10.33226/1231-7853.2023.10.4
JEL: D10, D91, I12, M31, M38

Food labels are an important factor in determining purchases. The aim of the study was to discover consumer expectations regarding the labelling of products containing cultured meat. A comparative analysis was conducted on 1,286 consumers, taking food technology neophobia, customer innovativeness and health consciousness into account. The analysis is based on a series of Repeated Measures ANOVAs, which has made it possible to identify individual differences among consumers. We found a significant variation in terms of a level with which consumers formulate their judgment concerning the information that should appear on the packaging. We identified three groups of variables with different levels of expectation, where in-vitro is not the leading one. The results indicate that the placement of information about cultured meat on food labels may have a negative stigmatizing effect.

Keywords: cell-based meat; labelling; consumer expectancy; food technology neophobia; health consciousness