Exploring Consumer Choice for Beef-Based Cultured Meat: Evidence from a Choice Experiment in China

Amid growing attention on cultured meat as a sustainable food source to mitigate global population pressures, this study investigated Chinese consumers’ willingness to pay (WTP) for cultured meat using an online discrete choice experiment (N = 243). A mixed logit model revealed a negative preference for cultured meat, suggesting technological concerns outweigh quality or health factors. Conversely, a positive WTP was found for imported products (+$2.35). Heterogeneity analysis identified older, low-income, and male consumers as more receptive. These preliminary results suggest a need for market segmentation and highlight the potential role of policy support.