View article

With cultured meat now available for purchase in Singapore and more countries expected to follow soon, more and more research has explored the impact of particular individual factors and information provision. To this point, no research has looked explicitly at a counter-messaging approach, whereby problems of conventional meat production are leveraged to make the case for cultured meat. This study employs a 3x1 randomized experimental design with a sample of 302 British adults where participants are provided one of two differently focused counter-messages (animal welfare or environmental impact) or a control text. The study utilizes two repeated measures (before and after information provision) to examine the change in acceptance and investigate related informational effects. Though we find the focus of counter-messaging makes no difference, such an approach does generally promote consumer …