Website
http://dataportal.arc.gov.au/NCGP/API/grants/DE220100100
Funding Status
Active
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Funded Activity 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, 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.Funded Activity Details
Start Date: 03-2022
End Date: 03-2025
Funding Scheme: Discovery Early Career Researcher Award
Funding Amount: $440,524.00
Funder: Australian Research Council
Research Topics
ANZSRC Field of Research (FoR)
Marketing Communications | Marketing Management (incl. Strategy and Customer Relations) | Consumer-Oriented Product or Service Development | Marketing
ANZSRC Socio-Economic Objective (SEO)
Marketing | Expanding Knowledge in Commerce, Management, Tourism and Services | Consumption |
