Effects of framing, nomenclature, and aversion to tampering with nature on consumer acceptance of cultivated meat in Singapore

• Main Authors: CHONG, Mark, LEUNG, Angela K. Y., FERNANDEZ, Tricia M., NG, Shu Tian
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Cultivated meat; Consumer acceptance; Framing; Nomenclature; Perceived naturalness; Tampering with nature; Applied Behavior Analysis; Business and Corporate Communications; Social Psychology
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7289; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8288/viewcontent/Framing_Cultivated_Meat_sv.pdf
• Institution: Singapore Management University

This paper comprises a qualitative (Study 1) and a quantitative phase (Study 2). Study 1 aimed to find out what frames and nomenclature would appeal most to meat eaters – including consumers who have eaten cultivated chicken – in Singapore. It also aimed to discover whether perceptions of cultivated meat's naturalness varied across different age groups. Study 2 assessed which message frame and nomenclature were most effective in fostering consumer acceptance of cultivated meat. In addition, it investigated if age was related to the perception of cultivated meat's naturalness and acceptance, and whether aversion to tampering with nature was negatively related to perceived benefits and willingness to consume cultivated meat. First, our analysis showed that no single frame was most effective in fostering acceptance – the exceptions were the “animal welfare/reduces animal slaughter” and “reduce carbon emissions and global warming” frames, which were found to increase acceptance among Buddhists. Second, there was no consistent relationship between age, perceived naturalness, and the acceptance of cultivated meat. Third, “cultivated meat” was the most preferred term and the one that was most significantly related to positive attitudes toward cultivated meat. Last, there was an unexpected positive relationship between aversion to tampering with nature and perceived benefits of cultivated meat, as well as between aversion to tampering with nature and the willingness to consume cultivated meat. The implications for the cultivated meat industry are discussed.