Consumers’ Perception of In-Vitro Meat in New Zealand Using the Theory of Planned Behaviour Model

The purpose of this study was to investigate the perception in-vitro meat (IVM) among New Zealand consumers and understand their purchase consumption behaviour using Theory Planned Behaviour framework developed in study. An online survey questionnaire created Qualtrics software IVM, based on conceptual framework. Participants (n = 206) were recruited survey, data collected subjected PLS-PM analysis. tested for validity, Goodness fit (GoF). internal validity assessed Cronbach’s alpha, KMO value, inter-item correlation values (β-coefficients) p-values. findings suggest that variables such as environment sustainability, health safety, well current have a strong relationship robust effect IVM behaviour. Consumers’ cultural beliefs had minimal influence likelihood. Results also indicated most neutral opinions terms engaging with IVM.