Abstract/Summary

Currently, there is an ongoing, uncertain, and controversial debate related to consumers’ valuation for cultured meat. This study investigates and compares, for the first-time British, Spanish, and French consumers’ preferences and willingness to pay (WTP) for cultured beef burger. Using a choice experiment (CE) involving beef burgers that vary across four attributes (i.e., production method, carbon trust label, antibiotics use, and price), our results show that on average Spanish, and French consumers reject cultured beef burger while British consumers exhibit a more positive valuation for this new product. Furthermore, we found that younger consumers and those with lower degree of neophobia towards new food technologies tend to accept more cultured beef burger. Results also suggest that there is heterogeneity in consumer preferences and WTP where 47% of British, 38% of Spanish, and 30% of French consumers are willing to pay a premium price for cultured beef burger. These findings provide insights into the psychology of consumers’ acceptance and attitudes that can be used in communicating the nature of the cultured meat to the public. They also have important implications for marketers of cultured meat and future labelling policies.