The Role of Emotions in Marketing Cultured Meat

传统农业对环境的影响很大。减少这种影响的一个解决方案是培养肉，这是通过细胞培养产生的肉，而不是来自屠宰的动物。该项目旨在研究情感在促进消费者接受度方面的作用，这是人造肉商业化面临的最大障碍。预期的结果是深入了解影响人造肉接受度的因素，从而制定有效的营销传播策略。这应该提供的好处包括减少传统肉类对环境和道德的影响，并改善澳大利亚的农业综合企业。类似的策略也有可能应用于其他新兴食品技术。

Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowing development of effective marketing communication strategies. This should provide benefits including reduced environmental and ethical impact of conventional meat and improvement to Australian agribusiness. Similar strategies could also potentially be applied to other emerging food technologies.