Consumers' valuation for cultured meat: a multi‐city choice experiment in China

Yuan, R., Asioli, D. ORCID: https://orcid.org/0000-0003-2274-8450, Jin, S. and Nayga, R. M. (2025) Consumers' valuation for cultured meat: a multi‐city choice experiment in China. Journal of the Agricultural and Applied Economics Association. ISSN 2769-2485 doi: 10.1002/jaa2.70028

Abstract/Summary

Despite the rising interest in cultured meat, there remains scant information on whether consumers would value it. This study evaluated consumers' willingness‐to‐pay (WTP) for cultured chicken and examined how information affects WTP. Using a choice experiment with a total of 571 samples, the results found that consumers are unwilling to pay a premium price for cultured chicken. The provision of information significantly enhances consumers' WTP, resulting in an increase of 8.66RBM/500 g for cultured chicken. Consumers who are younger, males, have higher environmental awareness, and exhibit lower levels of new food neophobia are willing to pay more for cultured meat.

Item Type	Article
URI	https://centaur.reading.ac.uk/id/eprint/127693
Identification Number/DOI	10.1002/jaa2.70028
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
Publisher	Wiley
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