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Prof. dr inż. Jozef Golian
ORCID: 0000-0001-6284-2578

Professor at the Institute of Food Science, Faculty of Biotechnology and Food Sciences, Slovak University of Agriculture in Nitra. He is a professor in the field of food technology. He is dedicated to issues related to food safety, traceability, and authentication. He publishes mainly in the areas of meat, fish, and dairy. Currently, he is working on projects focused on process changes in selected food matrices. He is the author and co-author of more than 50 scientific articles indexed in the Web of Science and Scopus databases, 4 university textbooks, and 4 monographs.

 
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