AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
The global demand for meat is projected to rise by more than 70% by 2050, creating pressure on natural resources and worsening environmental challenges. Cultivated meat, produced by growing animal cells in controlled environments, offers a sustainable alternative to conventional livestock farming; however, consumers acceptance remains uncertain. This study applies the Theory of Consumption Values (Sheth, Newman, & Gross, 1991) to examine how multidimensional consumption values influence consumer’s sustainable evaluation of cultivated meat. Using both empirical survey data from U.S. consumers and a synthetic dataset generated with the same instrument, the results show that functional value (food quality), social value (animal welfare), and epistemic value (physical health) positively influence consumers’ sustainable evaluation of cultivated meat, whereas emotional value (food technology neophobia) exerts a negative influence. The findings extend the theoretical scope of consumption value research and illustrate the methodological utility of synthetic data in studying emerging markets.
Recommended Citation
Fu, Wei, "Consumer Adoption of Cultivated Meat: A Multi-Value Perspective Using Empirical and Synthetic Data" (2026). AMTP Proceedings 2026. 23.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/23
