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Attitudes towards in vitro meat and how they can be influenced - An online experiment in the German population using Facebook-posts

Brömmelhaus, N. (2017) Attitudes towards in vitro meat and how they can be influenced - An online experiment in the German population using Facebook-posts.

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Abstract:Even though concerns about ethical, environmental and health-related issues have risen during the past years, the demand for meat is continuously rising due to the growing world population. One of the alternatives that have therefore been developed is in vitro meat, which is basically meat that has been grown in a lab. This study explored general attitudes towards in vitro meat and examined whether other people’s opinions that are expressed through a Facebook-post have an influence on potential consumers’ attitude. The study was set up in Germany using 133 participants who were divided into two experimental groups (provided with positive vs negative opinions) and a control group. Statistical analyses revealed no significant effect of the Facebook-post on people’s attitude. However, it was shown that gender and frequency of meat consumption were strong predictors of attitude. Males were shown to be more perceptive towards in vitro meat than females and people who never or very seldom eat meat were more willing to try in vitro meat. Despite a questionable effect of the manipulation and a high mortality rate, this study makes an important step and forms the basis for further research on the rather new topic of in vitro meat.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/72856
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