Consumer acceptance of cultured meat in Nigeria

Nigeria is projected to become the world's fourth most populous country within the 21st century. A rapidly expanding working-age population promises economic growth, which will increase meat consumption and place significant pressure on environmental systems, animal welfare, and public health. Cultured meat (CM) is one suggested solution to relieve these pressures. Therefore, an online survey was conducted, obtaining data from 701 Nigerian consumers. Results suggest a market potential among well-educated and high-income urban consumers, with widespread interest in and intentions to try CM. However, reluctance remains toward regular consumption of CM and replacing farmed meat. Structural equation modelling showed that CM acceptance (i.e., composite score of willingness to try, purchase, eat regularly and replace farmed meat with CM) is positively predicted by individual interest, social norms and perceived motives, but negatively predicted by perceived barriers, food disgust sensitivity, food technology neophobia and income. Among all perceived barriers, disgust toward CM had the strongest negative influence on acceptance, whereas environmental benefits of CM had the strongest positive effect among all perceived motives. These and further new insights into the Nigerian market can support the development of targeted marketing and educational campaigns to promote the acceptance of CM.