新興食品技術在近年來有著明顯的發展，其中一項最有潛力替代傳統肉類的技術是培育肉，該技術亦有望解決全球食品供應的相關挑戰。然而，能否成功採用須取決於各國消費者的接受程度。本研究旨在根據計劃行為理論(TPB)，評估瓜地馬拉的消費者對培育肉的接受程度，從對培育肉的態度、主觀規範和行為控制知覺，三方面來評估消費意圖。此外，研究還擴展了對背景因素的評估，包括食品技術恐懼症和對研發培育肉的機構的信任度。本研究透過線上問卷收集214份有效資料，並使用多變量線性回歸和結構方程模式進行數據分析。研究結果表明，瓜地馬拉消費者在所有由計劃行為理論所組成的部分,有著顯著的正預測因子; 從背景因素方面, 食品技術恐懼症會因消費者的態度和主觀規範的中介作用產生負面影響；而因計劃行為理論的三個成分的中介作用，消費者對機構亦有正面影響。因此，在推行培育肉的市場營銷策略方面，機構應推廣產品的固有特性，避免技術含義的成份，加強監管機構的認可，以及其他提出的含義。

Novel food technologies have been under development in recent years, one of the technologies that has the potential to become an alternative for traditional meats is cultivated meat, which holds a potential to address global challenges related to food supply. However, the successful adoption of cultivated meat depends on consumer acceptance across countries. This research aims to evaluate the acceptance of cultivated meat in Guatemala based on the Theory of Planned Behavior (TPB), assessing attitudes, subjective norms, and perceived behavioral control to evaluate intention to consume. Furthermore, the research was extended with the evaluation of the background factors – food technology neophobia and trust in institutions. The information was collected via an online questionnaire (a total of 214 effective responses were collected) and the data was analyzed using multivariate linear regression and structural equation model. The findings indicate that all components of TPB were significant positive predictors of the intention to consume cultivated meat for Guatemalans; in the case of the background factors, food technology neophobia has a negative impact mediated by attitudes and subjective norms; and trust in institutions has a positive impact mediated by the 3 components of TPB. Thus, marketing approaches should promote the inherent characteristics of the product, avoiding technological connotations, reinforcing the approval of regulatory institutions, among other implications presented.

Table of Contents

摘要 I
致謝 II
Abstract III
Acknowledgement IV
Table of Content V
List of Figures VII
List of Tables VIII
1. Introduction 1
2. Cultivated Meat 4
2.1 Definition 4
2.2 Development and Commercialization 4
2.3 Meat Consumption Trends 5
2.4 Meat Consumption in Guatemala 6
3. Conceptual Model, Methodology and Data Analysis 8
3.1 Conceptual Model Development 8
3.1.1 Main Effect Model 8
3.1.2 Mediation Models 11
3.1.3 Control Variables 16
3.2 Methodology 17
3.2.1 Research Design 17
3.2.2 Data Collection 18
3.3 Data Analysis and Results 20
3.3.1 Exploratory Factor Analysis 20
3.3.2 Reliability and Validity 22
3.3.3 Variables Descriptive Statistics 23
3.3.4 Main Effect Model Analysis 24
3.3.5 Mediation Models Analyses 26
4. Discussion 37
4.1 Summary 37
4.2 General Discussion 38
5. Managerial Implications and Limitations 41
5.1 Managerial Implications 41
5.2 Limitations and Future Research 44
References 46
Appendix 53

References

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2015). Consumer Attitudes and Behaviour: The Theory of Planned Behaviour Applied to Food Consumption Decisions. Rivista Di Economia Agraria, 121-138. doi:10.13128/REA-18003
Alexandratos, N., & Bruinsma, J. (2012). World Agriculture Towards 2030/2050: the 2012 revision. Food and Agriculture Organization of the United Nations (FAO), Agricultural Development Economics Division, Rome.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. doi:https://doi.org/10.1037/0022-3514.51.6.1173
Benson, L. S., & Greene, J. L. (2023). Cell-Cultivated Meat: An Overview. Congressional Research Service, United States. Retrieved from https://crsreports.congress.gov/product/pdf/R/R47697/2
Böhm, I., Ferrari, A., & Woll, S. (2017). In-vitro-Fleisch : Eine technische Vision zur Lösung der Probleme der heutigen Fleischproduktion und des Fleischkonsums? Institut für Technikfolgenabschätzung und Systemanalyse (ITAS), Germany. Retrieved from https://publikationen.bibliothek.kit.edu/1000076735
Chen, M.-F. (2007, October). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008-1021. doi:https://doi.org/10.1016/j.foodqual.2007.04.004
Chou, K.-t., & Liou, H.-m. (2010). ‘System Destroys Trust?’—Regulatory Institutions and Public Perceptions of Food Risks in Taiwan. Soc Indic Res, 96, 41-57. doi:https://doi.org/10.1007/s11205-009-9465-2
Chriki, S., & Hocquette, J.-F. (2020). The Myth of Cultured Meat: A Review. Frontiers in Nutrition, 7. doi:https://doi.org/10.3389/fnut.2020.00007
Coderoni, S., & Perito, M. A. (2020). Sustainable consumption in the circular economy. An analysis of consumers’ purchase intentions for waste-to-value food. Journal of Cleaner Production, 252. doi:https://doi.org/10.1016/j.jclepro.2019.119870
Consejo Mexicano de la Carne. (2023). Compendio Estadístico 2023. Comité Directivo 2023, Mexico. Retrieved February 27, 2024, from https://comecarne.org/wp-content/uploads/2023/05/Compendio-Estadistico-2023_COMECARNE.pdf
Cox, D., & Evans, G. (2008). Construction and validation of a psychometric scale to measure consumers’ fears of novel food technologies: The food technology neophobia scale. Food Quality and Preference, 19(8), 704-710. doi:https://doi.org/10.1016/j.foodqual.2008.04.005
Cvetkovich, G., & Lofstedt, R. (1999). Social Trust and the Management of Risk. London: Earthscan.
Dean, M., Raats, M., & Shepherd, R. (2008). Moral concerns and consumer choice of fresh and processed organic foods. Journal of Applied Social Psychology, 38(8), 2088-2107. doi:https://doi.org/10.1111/j.1559-1816.2008.00382.x
D'Souza, C. (2022). Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour. Journal of Retailing and Consumer Services, 66. doi:https://doi.org/10.1016/j.jretconser.2022.102953
Dupont, J., & Fiebelkorn, F. (2020, October). Attitudes and acceptance of young people toward the consumption of insects and cultured meat in Germany. Food Quality and Preference, 85. doi:https://doi.org/10.1016/j.foodqual.2020.103983
Dupont, J., Harms, T., & Fiebelkorn, F. (2022, January 31). Acceptance of Cultured Meat in Germany-Application of an Extended Theory of Planned Behaviour. Foods, 11(3). doi:10.3390/foods11030424
Gamarro, U. (2019, March 16). Anavi: Consumo de carne de pollo y huevos crecerá este año. Prensa Libre. Retrieved February 27, 2024, from https://www.prensalibre.com/economia/anavi-consumo-de-carne-de-pollo-y-huevos-crecera-este-ano/
Gerhardt, C., Suhlmann, G., Ziemssen, F., Donnan, D., Warschun, M., & Kuhnle, H. (2020, October 15). How Will Cultured Meat and Meat Alternatives Disrupt the Agricultural and Food Industry? Industrial Biotechnology, 16(5), 262-270. doi:https://doi.org/10.1089/ind.2020.29227.cge
Keller & Heckman. (2024, February 12). Israel Grants the World’s First Regulatory Approval for Cultivated Beef. Retrieved February 23, 2024, from https://www.khlaw.com/insights/israel-grants-worlds-first-regulatory-approval-cultivated-beef#f1
Kiran, F., Sultan, F., & Nawaz, M. A. (2023). Acceptance of Genetically Modified Organism: A Study based on Consumption Values, Food Attitude, and Food Technology Neophobia. Journal of Management Sciences, 10(1), 57-75. doi:https://doi.org/10.20547/jms.2014.2310104
Lammers, P., Ullmann, L. M., & Fiebelkorn, F. (2019, October). Acceptance of insects as food in Germany: Is it about sensation seeking, sustainability consciousness, or food disgust? Food Quality and Preference, 77, 78-88. doi:https://doi.org/10.1016/j.foodqual.2019.05.010
Menozzi, D., Sogari, G., Veneziani, M., Simoni, E., & Mora, C. (2017). Eating novel foods: An application of the Theory of Planned Behaviour to predict the consumption of an insect-based product. Food Quality and Preference, 59, 27-34. doi:https://doi.org/10.1016/j.foodqual.2017.02.001
Metcalf, D. A., Wiener, K. K., Saliba, A., & Sugden, N. (2021, September 02). Evaluating the Acceptance of Hemp Food in Australian Adults Using the Theory of Planned Behavior and Structural Equation Modelling. Foods, 10(9). doi:https://doi.org/10.3390/foods10092071
Ministerio de Agricultura, Pesca y Alimentación. (2023, April). Sectores Agroalimentario y Pesquero. Retrieved from https://www.mapa.gob.es/es/ministerio/ministerio-exterior/america-central-caribe/fichasectores_gt-reduc_tcm30-578265.pdf
Nardi, V. A., Jardim, W. C., Ladeira, W., & Santini, F. (2019). Predicting food choice: a meta-analysis based on the theory of planned behavior. British Food Journal, 121(10), 2250-2264. doi:https://doi.org/10.1108/BFJ-08-2018-0504
OECD/FAO. (2023). "Meat", in OECD-FAO Agricultural Outlook 2023-2032. Paris: OECD Publishing. doi:https://doi.org/10.1787/f01f6101-en
Onwezen, M., Bouwman, M., Reinders, M., & Dagevos, H. (2021, April 01). A systematic review on consumer acceptance of alternative proteins: Pulses, algae, insects, plant-based meat alternatives, and cultured meat. Appetite, 159. doi:https://doi.org/10.1016/j.appet.2020.105058
Rodríguez Entrena, M., & Salazar Ordóñez, M. (2013, January 01). Influence of scientific–technical literacy on consumers’ behavioural intentions regarding new food. Appetite, 60, 193-202. doi:https://doi.org/10.1016/j.appet.2012.09.028
Rubio, N., Xiang, N., & Kaplan, D. (2020). Plant-based and cell-based approaches to meat. Nature Communications, 11(6276). doi:https://doi.org/10.1038/s41467-020-20061-y
Sheppard, B., Hartwick, J., & Warshaw, P. (1988). The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15(3), 325-343. doi:10.1086/209170
Siegrist, M., & Cvetkovich, G. (2000). Perception of Hazards: The Role of Social Trust and Knowledge. Risk Analysis, 20(5), 713-720. doi:https://doi.org/10.1111/0272-4332.205064
Siegrist, M., & Hartmann, C. (2020, December 1). Perceived naturalness, disgust, trust and food neophobia as predictors of cultured meat acceptance in ten countries. Appetite, 155, 8. doi:https://doi.org/10.1016/j.appet.2020.104814
Spadaro, G., Gangl, K., Van Prooijen, J. W., Van Lange, P., & Mosso, C. (2020, September). Enhancing feelings of security: How institutional trust promotes interpersonal trust. PLOS One, 15(9). doi:10.1371/journal.pone.0237934
Staats, H. (2003). Understanding Proenvironmental Attitudes and Behavior. An Analysis and Review of Research Based on the Theory of Planned Behavior. In M. Bonnes, T. Lee, & M. Bonaiuto, Psychological Theories for Environmental Issues (pp. 171-201). Aldershot. doi:https://doi.org/10.4324/9781315245720
Treich, N. (2021, March 19). Cultured Meat: Promises and Challenges. Environmental and Resource Economics, 79, 33-61. doi:https://doi.org/10.1007/s10640-021-00551-3
U.S. Department of State. (2023, September 13). U.S. Relations With Guatemala. (B. o. Affairs, Producer) Retrieved February 28, 2024, from Bilateral Relations Fact Sheet: https://www.state.gov/u-s-relations-with-guatemala/
United Nations. (2019). World Population Prospects 2019: Highlights (ST/ESA/SER.A/423). Department of Economic and Social Affairs, Population Division, New York. Retrieved from https://population.un.org/wpp/Publications/Files/WPP2019_Highlights.pdf
Wilks, M., & Phillips, C. (2017). Attitudes to in vitro meat: A survey of potential consumers in the United States. PLoS ONE, 12(2). doi:https://doi.org/10.1371/journal.pone.0171904
Wilks, M., Phillips, C., Fielding, K., & Hornsey, M. (2019, May 01). Testing potential psychological predictors of attitudes towards cultured meat. Appetite, 136, 137-145. doi:https://doi.org/10.1016/j.appet.2019.01.027
Wunsch, N.-G. (2023, August 25). Statista. Retrieved February 21, 2024, from https://www.statista.com/statistics/1379536/number-of-cultured-meat-companies/#:~:text=There%20were%20156%20cultured%20meat,rapidly%20in%20the%20last%20decade.
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197-206. doi:https://doi.org/10.1086/651257