The influence of labels on the front of In vitro chicken meat packaging on the choice behavior of German consumers

Abstract

In vitro meat presents a promising alternative to conventional meat production by addressing environmental and animal welfare concerns. However, broader market adoption depends on increasing consumer acceptance. Labels on product packaging have been shown to be effective in influencing consumer behavior in previous studies. This paper examines the impact of different front-of-package labels on German consumers’ choices regarding in vitro chicken meat, with the goal of identifying effective labeling strategies. To investigate this, an online choice experiment was conducted with 200 participants from Germany. In addition to the label, products varied in terms of price, origin, and calorie content. The data were analyzed using latent class analysis, which identified four distinct consumer segments characterized by their preferences, attitudes, and personal characteristics. The results were used to simulate market scenarios, evaluating the effectiveness of different labeling strategies for in vitro chicken meat. These insights provide a foundation for targeted marketing approaches that promote consumer acceptance and inform the introduction of in vitro meat products in Germany.