Social and Behavioral Sciences Commons^™

On-Site Sensory Experience Boosts Acceptance Of Cultivated Chicken, Mark Chong, Angela K. Y. Leung, Tricia Marjorie Fernandez

Research Collection Lee Kong Chian School Of Business

This study set out to assess if presenting cultivated chicken in the context of a familiar meal, in a familiar dining setting, would motivate repeat consumption and recommendation. A survey of 107 diners was conducted at Huber's Butchery and Bistro in Singapore – the world's first butchery to serve cultivated meat – from April to June 2023. The findings showed that eating cultivated chicken significantly boosted post-consumption acceptance levels. In addition, cultivated chicken's tastiness may be a more important factor than its integration into a familiar meal or dish in fostering repeat consumption. Implications for the cultivated meat industry, limitations, …