Evaluate the consumer of, and drivers of preference for cultivated meat products.
Develop a lexicon for seafood sensory attributes and identify best practices for sensory evaluation of cultured seafood through systematic review of literature.
The overarching goal of Aim 1 is to evaluate the consumer acceptance, consumer willingness-to-pay and flavor profile of novel meat as both a stand-alone product and an ingredient in prepared foods, through a series of empirical studies involving choice experiments, surveys administered through a multi-year online consumer panel, participatory discourse methods, surveys of competing stakeholders, and systematic literature reviews.
