University of Twente Student Theses


Attitudes towards sustainable meat production technology : in-vitro-meat

Borgdorf, L. (2017) Attitudes towards sustainable meat production technology : in-vitro-meat.

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Abstract:Meat is related to ethical, ecological and health-related issues. To accommodate the increasing demand for meat, several alternatives, such as in-vitro-meat (IVM) have been conceived. Currently, IVM is rather unknown since it is not commercially available yet. However, public opinions about IVM already exist, which imply that it has ecological benefits on the one hand, but that it is unnatural on the other hand. This research deals with the question of how IVM is perceived in general and whether a positive animal welfare video can influence the public opinion towards IVM. In total, 209 German participants were suitable to be considered for this research. The participants were divided into an experimental group that watched the video before filling in the questionnaire and a control group that watched the video afterwards. Statistical analyses have shown that the video did not have a significant effect on the public opinion on IVM. However, individuals, who were affected by the video intensively, thought significantly more positive about IVM, than individuals who were not affected by the video. Furthermore, this research revealed that vegetarians perceive IVM more positively than non-vegetarians. Subsequently, these results are discussed in this paper and compared to prior research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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