3D Bioprinted Meat: The Values-Beliefs-Norms Evaluation of Perceived Future Food Source Among Younger Generations

Research by: Ardvin Kester S. Ong, Raphael Sebastian L. Arriola, Zhyra, Michaella R. Eneria, Lerryzel G. Lopez, Erela Agatha L. Matias, John Francis T. Diaz, Josephine D. German, and Ma. Janice J. Gumasing

EXECUTIVE SUMMARY

The acceptance and perception of people regarding 3D bioprinted meat are primary concerns but have not been widely evaluated. This study aimed to determine how biospheric, altruistic, and egoistic values, ecological worldviews, awareness of consequences, social norms, personal norms, and consumption intention affect the perception of 3D bioprinted meat as a future food source. Despite available studies, there are still limited to no studies covering bioprinted meats that are sourced from slaughter-free and cruel-free manufacturing. With the aim for a more sustainable future food source, manufacturing processes, and overall strategy, the need for analysis for acceptance is needed to provide awareness and managerial implications. The values-beliefs-norms (VBN) theory, explaining human behaviors and behavioral intention under sustainability grounded this study. An online survey was conducted with 600 valid respondents for analysis utilizing the Structural Equation Modeling method. It was found that the ecological worldview had the highest significance, and biospheric and egoistic values positively impacted individuals’ ecological worldview. The awareness of consequences and social norms was also seen to directly influence personal norms, leading to consumption intention. However, it was determined that altruistic values toward an ecological worldview had no significant effect, as an individual’s moral values are not affected by other people’s well-being.

According to the study’s findings, many consumers are willing to consume 3D bioprinted foods and even encourage their friends to do the same. Interestingly, individuals hope to pay less to purchase 3D bioprinted meats than real meats when it become widely available. Compared to the literatures, the most common reasons for the difference between the Philippines and other countries in meat consumption are religion, culture, availability of meat sources, and most importantly economic standing. As reflected to be a country mostly Catholic/Christians and Muslims, the generalization on acceptance may not be different compared to other countries. The current culture in the Philippines as well is different, especially with the economic standing, wherein the country may be used to consuming fish and chicken due to their price, followed by pork and meat. Compared to other countries who considers horsemeat, dogs, and other meat sources, the culture in the Philippines established that the majority are only consuming the aforementioned meat sources.

The findings may help manufacturers market 3D bioprinted meat effectively and aid studies on environmentalism, social movements, and consumer behavior. The current study considered the case for Stakeholder Foods’ stem cell bioprinting. To which, no harm to live animals were evident. This study focused on the sustainability aspect for acceptance evaluation. Although the study showed positive results, some limitations need to be addressed. The research had a sufficient number of respondents. Still, the sample size could be increased by using other platforms and disseminating the survey to include individuals from different regions and older age groups of the Philippines. In this way, the consumers’ intention to consume 3D bioprinted meats will be more apparent. Presenting diverse results, including qualitative assessment through interviews, could help the study further evaluate the consumers’ intention of 3D bioprinted meat as a perceived future food source.

To cite this article:  Ong, A.K.S., Arriola, R.S.L., Eneria, Z.M.R., Lopez, L.G., Matias, E.A.L., Diaz, J.F.T., German, J.D. & Gumasing, M.J.J. (2024). 3D bioprinted meat: The values-beliefs-norms evaluation of perceived future food source among younger generations. British Food Journal, 126(9),  3505-3528. https://doi.org/10.1108/BFJ-03-2024-0283

To access this article: https://doi.org/10.1108/BFJ-03-2024-0283

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The British Food Journal (BFJ) welcomes empirical and applied research articles, viewpoint articles, case studies and literature, and general reviews from all disciplines relating to consumption, business, management and marketing, health, welfare and education, and sustainability and the environment.

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