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A comparative analysis of the attitudes of rural and urban consumers towards cultured meat

A comparative analysis of the attitudes of rural and urban consumers towards cultured meat The purpose of this paper is to perform a comparative analysis on the attitudes of rural and urban Irish consumers towards cultured meat.Design/methodology/approachA mixed methods exploratory sequential design was used. This involved collecting qualitative data first, through group interviews, and using the results of these to design the questionnaires for the quantitative data collection, which was analysed using SPSS 24.0 ®.FindingsUrban consumers were more receptive towards cultured meat and more concerned about the environmental impact of current meat production practices. Rural consumers were more concerned about the possible damaging effect cultured meat production could have on agri-business and the livelihood of Irish farmers. The safety of the technology emerged as the biggest concern for both sets of consumers.Research limitations/implicationsThe sample size used for the qualitative research resulted in a 95% confidence level and a confidence interval of 5.55. A larger sample number would give a tighter confidence interval and a more accurate representation of consumers’ attitudes.Practical implicationsThis research could give guidance to food companies of how to market cultured meat products towards Irish consumers based on their concerns and their perceived benefits of the technology.Social implicationsThis research added to previous research performed in Ireland showing that urban consumers are more receptive towards new food technologies than their rural counterparts.Originality/valueThis is the first paper comparing the attitudes of rural and urban Irish consumers towards cultured meat and adds to the literature on this emerging subject area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

A comparative analysis of the attitudes of rural and urban consumers towards cultured meat

Shaw, Elaine; Mac Con Iomaire, Máirtín
British Food Journal , Volume 121 (8): 19 – Jul 9, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-07-2018-0433
Publisher site
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Abstract

The purpose of this paper is to perform a comparative analysis on the attitudes of rural and urban Irish consumers towards cultured meat.Design/methodology/approachA mixed methods exploratory sequential design was used. This involved collecting qualitative data first, through group interviews, and using the results of these to design the questionnaires for the quantitative data collection, which was analysed using SPSS 24.0 ®.FindingsUrban consumers were more receptive towards cultured meat and more concerned about the environmental impact of current meat production practices. Rural consumers were more concerned about the possible damaging effect cultured meat production could have on agri-business and the livelihood of Irish farmers. The safety of the technology emerged as the biggest concern for both sets of consumers.Research limitations/implicationsThe sample size used for the qualitative research resulted in a 95% confidence level and a confidence interval of 5.55. A larger sample number would give a tighter confidence interval and a more accurate representation of consumers’ attitudes.Practical implicationsThis research could give guidance to food companies of how to market cultured meat products towards Irish consumers based on their concerns and their perceived benefits of the technology.Social implicationsThis research added to previous research performed in Ireland showing that urban consumers are more receptive towards new food technologies than their rural counterparts.Originality/valueThis is the first paper comparing the attitudes of rural and urban Irish consumers towards cultured meat and adds to the literature on this emerging subject area.

Journal

British Food Journal – Emerald Publishing

Published: Jul 9, 2019

Keywords: Consumer attitudes; Republic of Ireland; Urban; Rural; Cultured meat

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