Consumers attitudes and acceptance of cultivated meat

Rastom globalne populacije povećava se i potražnja za mesom i mesnim proizvodima. To dovodi do rasta stočarske proizvodnje, najvećeg korisnika poljoprivrednog zemljišta, što negativno pridonosi klimatskim promjenama i predstavlja ogroman izazov za održivost sustava proizvodnje hrane. Osim toga, ljudi sve više obraćaju pažnju na dobrobit životinja, ali i traže zdravije i sigurnije meso. Mogući odgovor na te izazove predstavlja proizvodnja kultiviranog (in vitro) mesa. Iako takvo meso nudi brojne prednosti, potrošači su često skeptični prema hrani iz laboratorija, uključujući i kultivirano meso. Stoga je važno utvrditi stavove potrošača i njihovu spremnost na konzumaciju takvog mesa. Provedeno anketno istraživanje je pokazalo da potrošači malo znaju o kultiviranom mesu te da nemaju jasno izražen stav o tom mesu. Utvrđen je tip potrošača koji su u prosjeku spremniji na konzumaciju kultiviranog mesa. Rezultati potvrđuju mnoge sličnosti hrvatskih potrošača s potrošačima iz drugih istraživanja na ovu temu.With the growth of the global population, the demand for meat and meat products is also increasing. This leads to the growth of livestock production, the largest user of agricultural land, which negatively contributes to climate change and poses a huge challenge to the sustainability of the food production system. In addition, people are increasingly paying attention to animal welfare, but also looking for healthier and safer meat. A possible answer to these challenges is the production of cultured (in vitro) meat. Although such meat offers a number of benefits, consumers are often skeptical of laboratory foods, including cultured meat. It is therefore important to determine the attitudes of consumers and their willingness to consume such meat.A survey conducted showed that consumers know little about cultivated meat and that they do not have a clear opinion about that meat. The type of consumers who are on average more willing to consume cultivated meat was determined. The results confirm many similarities between Croatian consumers and consumers from other research on this topic