Lab grown meat: uncovering consumer and industry perceptions and attitudes leading to developing marketing strategies for a new product category

Overview

This project will explore the current attitudes of Australian industry players, startups and consumers towards lab grown ‘real’ meats (ie chicken, beef etc - not vegetarian products). It aims to give projections regarding behaviour when a new product is launched and how to develop suitable marketing recommendations on how to launch, branding, costs, who would actually buy this new product, and creating demand for these products.

Research activities

The study will explore the following research questions:

1. What are the current attitudes of Australian consumers, industry personnel, startups, farmers about cellular agriculture and technology needed to grow animal cells in vitro?
2. What are the most suitable marketing practices to launch this new product category in Australia, and how to best inform an average consumer about the benefits?

Outcomes

The research team will be conducting research and writing journal articles. We have already conducted a social media webscrape as well as some interviews, but there is much more to do.

Skills and experience

Good writing and communication skills. The research team can help with other aspects of research.

Scholarships

You may be eligible to apply for a research scholarship.

Explore our research scholarships

Keywords

• fake meat
• invitro
• attitudes
• perceptions
• lab grown meat
• cellular
• sustainability
• environment
• novel food
• animal welfare

Contact

Contact the supervisor for more information.