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DOI: 10.33226/1231-7853.2023.10.4
JEL: D10, D91, I12, M31, M38
Krzysztof Bokwa ORCID: 0000-0002-7625-6809 , e-mail: k.bokwa|ijkb.pl| |k.bokwa|ijkb.pl
Iwo Jarosz ORCID: 0000-0003-3671-1982 , e-mail: i.jarosz|ijkb.pl| |i.jarosz|ijkb.pl
Jozef Golian ORCID: 0000-0001-6284-2578 , e-mail: jozef.golian|uniag.sk| |jozef.golian|uniag.sk

Consumer expectations regarding the labelling of products containing cultured meat

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.

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

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