Consumer preferences regarding food in general, livestock meat and cultured meat among Muslim populations remains largely unknown, especially in a United Kingdom context. This is a significant gap in ...our understanding since foods that meet halal requirements have a major economical share of both the British and the global food market. The aim of this study is threefold: (1) gain insight into the perceptions of the broader British community and the Muslim demographic within it regarding food choice determinants, livestock meat, and cultured meat; (2) investigating similarities and differences within and between the two groups; and (3) model the willingness to purchase (WTPu) cultured meat for both populations. The British Muslim and the British non‐Muslim population are very similar in their considerations about food in general, livestock meat and cultured meat. With regard to the willingness to purchase cultured meat, further product development and marketing strategies should focus on the same factor for both populations: the healthiness, safety, and nutritional characteristics of cultured meat.
Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural ...equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.
