Talent development

Consumer research

We are working to contribute to the foundation of Australian consumer and social acceptance research in cellular agriculture.

Share on social media
Subscribe to our newsletter

Subscribe to receive the latest updates on all our current and future projects delivered straight to your inbox.

Thank you for subscribing to our mailing list
Oops! Something went wrong while submitting the form.
CAA is committed to supporting the development of the body of knowledge on consumer perceptions of cellular agriculture in Australia. That’s why we are partnering with Deakin University to achieve this.

But why do we actually need more consumer research? Well, what’s the point of producing and selling cellular agriculture products if no one wants to buy them?

Currently, there is very little publicly available data on Australian consumer perceptions of cellular agriculture technologies and products. While various global studies on predicted purchase intentions and willingness-to-try exist, data from the APAC region is limited, and Australian-specific data even more so.

However, a nuanced understanding of the appetite and predicted purchase behaviour for these products, as well as the drivers and barriers to uptake, is critical if the impact potential of cellular agriculture is to be realised. In particular, the role of consumer trust has been identified as an area requiring further research.

Australia also has a unique consumer demographic and demand appetite which needs to be unpacked in the context of cellular agriculture. Notably, Australia’s strong agricultural industries (particularly red meat and dairy), and high per capita meat consumption, create a unique demand landscape which must be carefully navigated by cellular agriculture companies.

However, cellular agriculture consumer acceptance research is chronically underfunded and under-resourced - providing a white space which we at CAA saw an opportunity to fill.

Our projects

Link to article

Short term flavour benefits and consumer acceptance of cultivated meat

-
This research explore how short-term flavour benefits impact consumer acceptance and taste percpetions of cell-cultivated meat in an Australia context
Read more
Link to article

Identifying Australian consumer perceptions of meat products

-
This study identifies Australian consumer perceptions and preferences toward traditional meat and cultivated meat products
Read more
Link to article

Environmental messaging & Australia’s attitudes towards cultivated seafood

-
The first investigation of consumer perceptions of cultivated seafood using a stratified sample of 1013 Australian consumers.
Read more
Link to article

The mediating role of perceived benefits and risks in acceptance of cell ag

-
Dr Gie Liem and Phelia Harrison are currently researching the role of trust in the consumer acceptance of cellular agriculture products.
Read more
Link to article

Developing a taxonomy of cellular agriculture contrarian claims

-
Dr. Adam Cardilini and Sarah Cook are currently investigating the landscape of misinformation and contrarian claims surrounding cellular agriculture.
Read more
Share on social media
Subscribe to our newsletter

Subscribe to receive the latest updates on all our current and future projects delivered straight to your inbox.

Thank you for subscribing to our mailing list
Oops! Something went wrong while submitting the form.

More projects

View all
Read more

Communications resources

A suite of resources to facilitate clear and consistent communication for the cellular agriculture sector in Australia and across the APAC region.
Read more
Policy & Advocacy
Read more

2023 CellAg Summit

Australia's first conference dedicated to cellular agriculture!
Read more
Read more

Submission: P1055 definitions for gene technology

Our submission to FSANZ's public consultation regarding its proposal to create a new definition for 'foods produced using gene technology.'
Read more
Regulation
Read more

Food safety regulation

Leverage our resources to streamline your food safety regulation process for cellular agriculture products in Australia.
Read more
Regulation
Read more

Submission: A1269 cultured quail CFS1

Our submission to FSANZ on Vow's landmark application seeking approval of its cultured quail as a novel food.
Read more
Regulation

Support our work

Expand the impact we can make with current and future projects by making a tax deductible donation to CAA today.