| Summary: | This exploratory study of Gen Z consumers (n = 227) examines perceptions and opinions
about cultured meat of young adults residing in Sydney, Australia. It uses an online survey
and describes the findings quantitatively and through the words of the study participants.
The results show that the majority (72%) of the participants are not ready to accept
cultured meat; nonetheless, many think that it is a viable idea because of the need to
transition to more sustainable food options and improve animal welfare. When faced with
a choice between different alternatives to farmed meat, a third of the participants reject
cultured meat and edible insects but accept plant-based substitutes finding them more
natural. Concerns aboutmasculinity and betraying Australia as a country of quality animal
meat are also raised. A significant number of young people (28%) however are prepared
to try cultured meat. Environmental and health concerns may influence a broader section
of society to embrace this novelty. With its power as the emerging new consumers, Gen
Z is putting the future of cultured meat under scrutiny.
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