Study On Consumer Cognition And Consumption Intention Of Artificial Meat

Along with the world population explosion,further accelerate the speed of urbanization,consumption structure upgrade,for human society represented by animal products of high protein food there is huge demand,but at the current animal husbandry production limit has reached,still cannot meet the needs of the huge gap,if further expand production capacity,will cause irreversible damage to the earth’s ecological environment.The contradiction between the shortage of effective supply of livestock products and the sustainable development of human society is becoming increasingly prominent.As an ideal substitute for animal products,artificial meat is expected to alleviate or even solve the above contradiction because of its high yield,low consumption and animal-free characteristics.While artificial meat has been given strategic importance,it still faces a number of challenges,from the inherent bottlenecks of technology on the one hand and marketing on the other.From the perspective of the market,whether a new food can be accepted by consumers depends not only on whether it can meet the needs of consumers.Even if it is proved to be safe,delicious and cheap,artificial meat may also face great uncertainty in consumer acceptance due to various factors.Research on consumers’ willingness to consume artificial meat products is of great significance for r&d subjects to accurately grasp the technology and product types suitable for the market and optimize the marketing strategy of future products.This paper first describes the research background,purpose,significance and domestic and foreign research review;Secondly,related concepts are defined and related core theories are introduced.Then,the significance of developing artificial meat industry,the current situation and problems of artificial meat technology development zone,the maturity and evolution process of artificial meat technology were described.Finally,the empirical analysis of artificial meat consumers’ cognition and consumption willingness was carried out.Empirical analysis on the main points based on the theory of planned behavior and technology acceptance model,and 625 effective questionnaires were taken back through the network platform,using partial least squares structural equation model and propensity score matching method,from the Angle of consumers,discusses how Chinese consumer’s perception of artificial meat is the consumption of artificial meat products.The results showed that:(1)At present,artificial meat technology is in the growth stage of the second life cycle,and technological innovation is relatively active.The development of artificial meat industry is beneficial to relieve the pressure of feed grain supply in China,promote the green development of animal husbandry,and adjust the diet structure of Chinese residents.(2)Chinese residents’ cognition level of artificial meat is generally low,and only 31.87% of the respondents have higher cognition level.The improvement of cognition level can significantly improve consumers’ willingness to consume meat.(3)Value perception positively affects consumers’ purchase intention,while risk perception negatively affects consumers’ purchase intention through value perception;(4)Familiarity with the technology enhances consumers’ perception of the value of artificial meat and thus increases consumers’ willingness to consume it;Consumer innovation and platform trust affect consumer willingness through value perception and risk perception of artificial meat.According to the research results,the countermeasures and suggestions are put forward:(1)Improve the product supply level.Further expand the production scale on the existing market based products to achieve large-scale efficiency improvement;Increase R&D investment in the products that are still in development,and realize the technological improvement of "cost reduction and weakness".(2)Optimize the layout of innovation cooperation,technical information and focus on innovation.(3)On the premise of improving the quality of artificial meat products,further expand the sales channels of artificial meat products,make good use of online and offline platforms,and expand the domestic and foreign markets.(4)Pay attention to the development of artificial meat industry,pay attention to the supervision of artificial meat industry,pay attention to the standard of artificial meat industry.