Consumers’ valuation of cultured beef Burger: A Multi-Country investigation using choice experiments
Résumé
This study investigates, for the first time, British, Spanish, and French consumers’ willingness to pay (WTP) for
cultured beef burger. Using a choice experiment (CE) involving beef burgers, our results show that Spanish and
French consumers reject cultured beef burgers, while British consumers exhibit a more positive valuation for this
new product. Furthermore, we found that younger consumers and those with a lower degree of neophobia to-
wards new food technologies tend to be more accepting of cultured beef. Results also suggest that there is
heterogeneity in consumers’ valuation across different consumer groups. In each of the three countries, a
segment of consumers willing to pay a premium price for cultured beef burger was identified: the United
Kingdom has the largest segment of consumers (47%) willing to pay a premium price of 5.10 £/kg for cultured
beef, followed by Spain (38% and 3.35 €/kg) and then France (30% and 2.68 €/kg). Our findings provide insights
into the psychology of consumers’ level of acceptance and attitudes, which can be useful in communicating the
nature of the cultured meat to the public. They also have important implications for food practitioners and policy
makers.