Cultured meat: Identifying trust profiles of German consumers using latent profile analysis

The global challenge of sustainable food production and consumption can be addressed with sustainable food technologies. One such, cultured meat, can contribute to improving food security and to do so more humanely and with fewer environmental impacts than conventional meat production. However, its acceptance is hampered by government safety regulations such as those of the European Food Safety Authority (EFSA), food industry resistance, and consumer distrust. Considering trust as essential for buying and eating new food products on a regular basis, we investigated consumer trust profiles in the German population. We used latent profile analysis of online survey data from 1099 consumers to identify four profiles, distinct in their trust level toward cultured meat and corresponding actors. The smallest profile, the Trusting Consumers (17.5 %), express the highest trust level and purchase intention for cultured meat. They are more likely to be younger, more educated, have higher incomes, the highest level of involvement, and the lowest food technology neophobia. However, 24.3 % are Distrustful Consumers, who are not willing to purchase cultured meat because they distrust the EFSA, cultured meat, fellow humans, and food manufacturers. They are 56 and older, less educated, have lower incomes, and report the highest level of food technology neophobia. The largest group are the Optimistic Consumers (37.5 %), who with the Sceptical Consumers (20.7 %) are undecided in their trust level and their purchase intention for cultured meat. As they make up almost 60 % of the sample, our results suggest that further research into suitable communication measures is especially relevant for these profiles to increase trust, and thus, extend the potential consumer base for a sustainable meat product.