Acceptabilité sociale de la viande in vitro : approche psycho-expérimentale en ligne

Authors: Djatio Tchoupou, Sylvain
Advisor: Saulais, Laure; Korai, Bernard
Abstract: Cultured meat is a food obtained through a process in which the complex structure of the muscles of cattle is created from a few cells taken from them. Its defendants present it as the solution that can compensate for the short comings of conventional beef, and meet world food demand in 2050. However, its notoriety is not unanimous and it is difficult to locate the opinion of the consumer on that question. This is the whole point of the present work, which aims to understand the psychological determinants that condition the way in which consumers are brought to compromise between their various criteria of choice and the levers likely to explain their acceptability. Using an online survey conducted from October 6 to 13 2020, we interviewed 501 consumers in the province of Quebec. Only 20% of respondents are ready to buy it and 18% are ready to eat it. Instead, they largely prefer plant-based alternatives (64%) and reject 3D-printed meat (0.4%). To assess the factors explaining this lack of interest, we proposed an index of perceived naturalness of the manufacturing process, as well as an index of technological neophobia. Consumers believe that cultured meat is artificial, mainly because of the use of fetal bovine serum in the process. In addition, they are put off by the use of new technologies to produce consumer food. Using an application of the cumulative prospect theory of Tversky and Kahneman, we identified risk-loving and risk-averse individuals, and exposed them to different information about cultured meat. It shows that consumers are characterised by loss aversion, because they are twice as impacted by negative information than by positive information.
Document Type: Mémoire de maîtrise
Issue Date: 2021
Open Access Date: 26 April 2021
Grantor: Université Laval
Collection:Thèses et mémoires

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