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An understanding over potential consumers’ openness and need for a product, as well as their reservations and expectations, is essential for launching a new product, ‘clean meat’ not being an exception. Research has been conducted in terms of attitudes, perception, and reservations, but most often in forms of analysing declarations rather than actual observations of consumer behaviour. The aim of the study was to assess consumer attitudes towards ‘clean meat’, in particular acceptance, perception, barriers, and factors influencing attitudes towards ‘clean meat’. The study was voluntary, conducted using online survey and addressed to respondents up to the age of 55 years. The research sample consisted of 418 respondents, representing a diversified sociodemographic profile. The results of the survey showed that for many respondents meat was an important part of their diet and eaten frequently. A majority of the respondents were not aware of the meaning of the expression ‘clean meat’, though after a brief introduction to the product, a majority expressed being open to trying it. Availability, taste, and higher price were identified as the biggest barriers against trying ‘clean meat’, and potential of the invention, interest aroused, and its perceived benefit for the environment were the qualities most associated with this invention.

Despite the dynamic development of technology related to the production of artificial meat, this product faces one more important challenge in terms of gaining consumer acceptance. In the literature on the subject, limited research has been done on the perception of meat in vitro across different societies; therefore, there is little knowledge of the possibility of its acceptance and the type of barriers it may encounter. The aim of this study was to assess the perception of meat produced from stem cells in vitro by Polish consumers. The study was voluntary and was conducted based on an internet survey addressed to people aged 12 to 60+. Convenience sampling of respondents was used. The research sample consisted of 424 respondents with a diversified sociodemographic profile. The results showed a diversified interest in meat produced from stem cells in vitro among Polish consumers. Many respondents were not able to clearly define their preferences for this type of product. Young people showed the greatest positive interest in innovative in vitro meat. The greatest concerns of consumers were related to the lack of knowledge about this type of food, the lack of its inherent naturalness and potential negative health effects.

The work presents an assessment of approved information on food labels and identifies the nutritional knowledge of students of the University of Life Sciences in Poznan and the elderly. The association between nutritional knowledge test and consumer acceptance was rated. It was found that students more than older people accept almost all considered products. It was found, however, that higher nutrition knowledge of students meant greater acceptance of products, and in elderly persons there was no such a relation. Higher nutrition knowledge of both studied groups was associated with the lower uncertainty of the respondents regarding the acceptance of food products. The acceptance of food, depending on the gender of consumers have been more diversified in students. [ABSTRACT FROM AUTHOR]