Consumer segmentation and motives for choice of cultured meat in two Chinese cities: Shanghai and Chengdu

Abstract

Purpose: The widespread dietary adoption of cultured meat could provide important benefits to 8animal welfare, the environment, food safety and security. This study examines consumer 9segmentation and consumer motives for choice of cultured meat in China. 10 11Design/methodology/approach: The data were collected by means of a web-based questionnaire 12(n=608) distributed in the two cites of Shanghai and Chengdu. Factor analysis, cluster analysis and 13path analysis were employed for data analysis. 14 15Findings: Three consumer segments were identified with regard to the acceptance of cultured 16meat in China: Conservatives (25.7%), Acceptors (41.9%) and Pioneers (32.4%). Significant 17differences were recognised in age, household income, education and household size between the 18three consumer segments. The following meat choice motives have significant influences on 19Chinese participants’ attitudes and/or purchase intentions towards cultured meat: Usually eat, 20Environmental concern, Societal concern, Mood, Purchase convenience and Price. 21 22Originality/value: This is the first study to develop a factorial construct of meat choice motives 23(MCMs) based on a previous theoretical model of food choice motives (FCMs) in China. The 24study contributes understanding of choice motives for cultured meat in a non-Western setting, 25particularly in China - the country consuming the largest quantity of pork. Further, this is the first 26study to recognise segments that are directly based on consumer attitudes and purchase intentions 27towards cultured meat. The findings of this study will help global producers and policymakers to 28create effective promotion strategies and policies for this innovative product in developing 29countries, particularly in China.