Gene-Edited Meat: Disentangling Consumers' Attitudes and Potential Purchase Behavior.

Area of Science:

• Agricultural biotechnology
• Consumer behavior studies
• Food technology and safety

Background:

• Gene-editing (GE) technologies present novel solutions for livestock productivity, sustainability, and food security.
• Previous genetic modification technologies in food production have historically generated social controversy and opposition.
• Understanding public perception is crucial for the adoption of GE meat products in the food industry.

Purpose of the Study:

• To explore public attitudes towards gene-edited meat products.
• To investigate consumption predisposition towards GE meat, considering potential added benefits in livestock farming.
• To analyze how societal perception of GE technology influences consumer acceptance of meat products.

Main Methods:

• Exploratory research on societal perception of gene-editing technology in livestock.
• Analysis of consumer attitudes and consumption predisposition towards gene-edited meat.
• Evaluation of the impact of added benefits (animal welfare, environment, human health) and price discounts on consumer acceptance.

Main Results:

• Societal perception of GE meat is often holistic, with GE technology acting as a cue for overall product quality.
• Consumers with anti-GE attitudes showed little sensitivity to price discounts or added benefits.
• Added benefits significantly increased consumption predisposition among moderate and pro-GE consumers, with animal welfare benefits having the greatest impact.

Conclusions:

• Public perception of gene-editing technology in meat production is complex and influenced by perceived quality cues.
• Targeted communication emphasizing animal welfare benefits can enhance consumer acceptance of gene-edited meat products.
• Further research is needed to address social controversies and foster broader acceptance of GE technologies in the food industry.