Consumers and Cultured Meat

Consumers’ Acceptance Toward ‘Cultured Meat’ and Its Impact on Tasmanian Meat Industry

Degree type


Closing date

10 October 2022



Citizenship requirement


About the research project

Food source has evolved in the last few decades due to the negative impact on the environment. One of the latest innovations is ‘cultured meat.’ Cultured meat is also referred to as clean meat, cultivated meat, lab meat, synthetic meat, or in-vitro meat (Weinrich et al. 2020). The meat is genuine meat produced from growing animal cells in-vitro rather than as part of a living animal (Post et al. 2020). Cultured meat has been considered a more ethical and environmentally sustainable alternative to farmed meat (Ruzgys and Pickering 2020). In addition, a report shows that clean meat could provide 0.5 per cent – billions of pounds – of the world’s meat supplies and create a $25 billion global industry by 2030 (Brennan et al. 2021). The development of cultured meat will have an impact on the meat industry in Tasmania. Red meat is an essential component of the Tasmanian agriculture economy, with a projected value of $10 billion by 2050 (DPIPWE 2019). Using survey and experimental design, the purpose of this project is three folds: (1) To investigate the ambivalent (positive and negative) attitude toward cultured meat; (2) to compare various factors (motivation, emotion) affecting the willingness to buy cultured meat; (3) to examine the potential impact on the Tasmanian meat industry.  Our findings could offer several guidelines for cultured meat marketers to develop their promotional messages appropriately in Tasmania.

The study will use quantitative methods: (1) survey and (2) experiment. An online survey will be distributed among Tasmanian residents to investigate their perception, willingness to try (WTT) and willingness to pay (WTP) for cultured meat. Subsequently, the study will collaborate with the UTAS Behavior Lab to collect data through experimental studies. In the experiment, we will explore the impact of positive and negative information about cultured meat on their intention to try and to purchase cultured meat.


  • Brennan, T., Katz, J., Quint, Y., & Spencer, B. (2021). Cultivated meat: Out of the lab, into the frying pan.
  • DPIPWE (2019). Government Response to Tasmanian Meat Industry Working Group Recommendations and Findings. Source:
  • Ruzgys, S., & Pickering, G. J. (2020). Perceptions of cultured meat among youth and messaging strategies. Frontiers in Sustainable Food Systems, 4, 122.
  • Tuomisto, H. L., & Teixeira de Mattos, M. J. (2011). Environmental impacts of cultured meat production. Environmental science & technology, 45(14), 6117-6123.
  • Weinrich, R., Strack, M., & Neugebauer, F. (2020). Consumer acceptance of cultured meat in Germany. Meat Science, 162, 107924.

Primary Supervisor

Meet A/Prof Denni Arli


Applicants will be considered for a Research Training Program (RTP) scholarship or Tasmania Graduate Research Scholarship (TGRS) which, if successful, provides:

  • a living allowance stipend of $28,854 per annum (2022 rate, indexed annually) for 3.5 years
  • a relocation allowance of up to $2,000
  • a tuition fees offset covering the cost of tuition fees for up to four years (domestic applicants only)

If successful, international applicants will receive a University of Tasmania Fees Offset for up to four years.

As part of the application process you may indicate if you do not wish to be considered for scholarship funding.


Applicants should review the Higher Degree by Research minimum entry requirements.

Additional eligibility criteria specific to this project/scholarship:

  • Experience in conducting quantitative empirical research in the field of Marketing evidenced by an Honours/Masters dissertation or equivalent
  • Passion for issues associated with consumer behaviour and sustainability locally (Tasmania) and globally
  • Applicants must be able to undertake the project on-campus

Selection Criteria

The project is competitively assessed and awarded.  Selection is based on academic merit and suitability to the project as determined by the College.

Additional essential selection criteria specific to this project:

  • Post graduate degree in marketing/ management

Additional desirable selection criteria specific to this project:

  • Evidence of academic writing/presentation via at least one conference or journal is desirable

Application process

There is a three-step application process:

  1. Select your project, and check you meet the eligibility and selection criteria;
  2. Contact the Primary Supervisor, A/Prof Dennie Arli to discuss your suitability and the project's requirements; and
  3. Submit an application by the closing date listed above.
    • Copy and paste the title of the project from this advertisement into your application. If you don’t correctly do this your application may be rejected.
    • As part of your application, you will be required to submit a covering letter, a CV including 2 x referees and your project research proposal.

Following the application closing date applications will be assessed within the College. Applicants should expect to receive notification of the outcome by email by the advertised outcome date.

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