Consumers’ valuation of cultured beef Burger: A Multi-Country investigation using choice experiments

This study investigates, for the first time, British, Spanish, and French consumers’ willingness to pay (WTP) cultured beef burger. Using a choice experiment (CE) involving burgers, our results show that Spanish consumers reject while British exhibit more positive valuation this new product. Furthermore, we found younger those with lower degree of neophobia towards food technologies tend be accepting beef. Results also suggest there is heterogeneity in across different consumer groups. In each three countries, segment willing premium price burger was identified: United Kingdom has largest (47%) 5.10 £/kg beef, followed by Spain (38% 3.35 €/kg) then France (30% 2.68 €/kg). Our findings provide insights into psychology level acceptance attitudes, which can useful communicating nature meat public. They have important implications practitioners policy makers.