On-site sensory experience boosts acceptance of cultivated chicken

• Main Authors: CHONG, Mark, LEUNG, Angela K. Y., FERNANDEZ, Tricia Marjorie
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: Consumer acceptance; Cultivated meat; Sensory experience; Sustainable consumption; Agribusiness; Applied Behavior Analysis; Food Science; Social Psychology
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7474; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8473/viewcontent/SensoryExperience_CultivatedChicken_pvoa_cc_by.pdf
• Institution: Singapore Management University

This study set out to assess if presenting cultivated chicken in the context of a familiar meal, in a familiar dining setting, would motivate repeat consumption and recommendation. A survey of 107 diners was conducted at Huber's Butchery and Bistro in Singapore – the world's first butchery to serve cultivated meat – from April to June 2023. The findings showed that eating cultivated chicken significantly boosted post-consumption acceptance levels. In addition, cultivated chicken's tastiness may be a more important factor than its integration into a familiar meal or dish in fostering repeat consumption. Implications for the cultivated meat industry, limitations, and suggestions for future research are addressed.