The willingness of Turkish consumers in different sociodemographic groups to try and consume in-vitro meat

This study was conducted to determine the willingness of Turkish consumers in various socio-demographic groups to try, consume, and pay for in-vitro meat. The study was applied to potential participants through social media via Google Forms in the form of a questionnaire, and 989 responses were collected. Males were more willing than females to try in-vitro meat, consume it regularly, and try it when recommended. People who have master's and doctoral degrees are more willing to try in-vitro meat compared to those with other education levels. Related professionals, students, and health workers are more willing to try in-vitro meat directly and even more willing to try it, if recommended, than other occupational groups. The willingness to try, to consume regularly, and to try on recommendations were higher in the Mediterranean, Aegean, and Central Anatolia regions compared to others. Compared to individuals with one or two children, those without children and those with three or more children were found to be more willing to try in-vitro meat and to try if recommended. In-vitro meat is not yet commercially marketed in TürkiyeTurkey, and this study addresses the perceptions and opinions of consumer groups in different socio-economic statuses about in-vitro meat.