Discovery Early Career Researcher Award - Grant ID: DE220100100
Funder
Australian Research Council
Funding Amount
$440,524.00
Summary
The Role of Emotions in Marketing Cultured Meat. 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, allowin ....The Role of Emotions in Marketing Cultured Meat. 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.Read moreRead less
Anti-Consumerism in the Contemporary West. This project will investigate contemporary critiques of Western consumption emanating from within Western societies themselves. Divided into three interconnecting research themes, the project will offer a selective review of recent media and intellectual commentary on the consequences of consumption, a brief documentation of recent ?anti-consumption? activism in Europe, North America and Australasia, and an Australian-based ethnographic exploration of h ....Anti-Consumerism in the Contemporary West. This project will investigate contemporary critiques of Western consumption emanating from within Western societies themselves. Divided into three interconnecting research themes, the project will offer a selective review of recent media and intellectual commentary on the consequences of consumption, a brief documentation of recent ?anti-consumption? activism in Europe, North America and Australasia, and an Australian-based ethnographic exploration of how people limit consumption activities within contemporary everyday life. The project will culminate in a book-length study, representing one of the first attempts to fully document how a ?Western consumerism? is currently being challenged by intellectuals, social movement activists and ?consumers? themselves.Read moreRead less