The Cultivation of an Industry: Navigating Business Challenges and Consumer Trends in Europe’s Emerging Meat Market
(2024) BUSN09 20241Department of Business Administration
- Abstract
- This thesis examines the nascent sector of cultivated meat in Europe, analysing its potential market penetration against the backdrop of evolving consumer attitudes, complex regulatory frameworks, and innovative business models. Given the pressing environmental concerns associated with traditional meat production, cultivated meat presents a sustainable alternative that promises to reshape the meat industry. This study employs a mixed-methods approach, integrating quantitative survey data from consumers across multiple European countries with a qualitative case study of an emerging start-up in the sector. The findings indicate that several factors are critical in influencing consumer acceptance, including environmental awareness, health... (More)
- This thesis examines the nascent sector of cultivated meat in Europe, analysing its potential market penetration against the backdrop of evolving consumer attitudes, complex regulatory frameworks, and innovative business models. Given the pressing environmental concerns associated with traditional meat production, cultivated meat presents a sustainable alternative that promises to reshape the meat industry. This study employs a mixed-methods approach, integrating quantitative survey data from consumers across multiple European countries with a qualitative case study of an emerging start-up in the sector. The findings indicate that several factors are critical in influencing consumer acceptance, including environmental awareness, health concerns, and sensory attributes. Furthermore, the study identifies key demographic segments, such as younger consumers and women, as primary targets for marketing strategies. The implications of these findings suggest that businesses should adopt a phased localisation strategy to enhance consumer acceptance and address market-specific preferences. The findings of this research offer actionable insights for companies seeking to innovate their business models and navigate the cultivated meat market, thereby contributing to the sustainable growth of this innovative industry. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162544
- author
- Carassus, Manon LU and da Ros, Natalie LU
- supervisor
- organization
- course
- BUSN09 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Business Model, Business Model Innovation, Consumer Acceptance, Consumer Preferences, Cultivated Meat, Dietary Attitudes, Driving Factors, Environmental Concerns, Health Concerns, Price, Strategies, Targeted Segments.
- language
- English
- id
- 9162544
- date added to LUP
- 2024-06-25 16:11:20
- date last changed
- 2024-06-25 16:11:20
@misc{9162544, abstract = {{This thesis examines the nascent sector of cultivated meat in Europe, analysing its potential market penetration against the backdrop of evolving consumer attitudes, complex regulatory frameworks, and innovative business models. Given the pressing environmental concerns associated with traditional meat production, cultivated meat presents a sustainable alternative that promises to reshape the meat industry. This study employs a mixed-methods approach, integrating quantitative survey data from consumers across multiple European countries with a qualitative case study of an emerging start-up in the sector. The findings indicate that several factors are critical in influencing consumer acceptance, including environmental awareness, health concerns, and sensory attributes. Furthermore, the study identifies key demographic segments, such as younger consumers and women, as primary targets for marketing strategies. The implications of these findings suggest that businesses should adopt a phased localisation strategy to enhance consumer acceptance and address market-specific preferences. The findings of this research offer actionable insights for companies seeking to innovate their business models and navigate the cultivated meat market, thereby contributing to the sustainable growth of this innovative industry.}}, author = {{Carassus, Manon and da Ros, Natalie}}, language = {{eng}}, note = {{Student Paper}}, title = {{The Cultivation of an Industry: Navigating Business Challenges and Consumer Trends in Europe’s Emerging Meat Market}}, year = {{2024}}, }