Consumer’s Willingness-to-Pay for Cultured Meat

Focusing on the Environmental Issues and Animal Welfare

Abstract

This study was aimed at examining the potential of processed meat produced from cultured meat, and estimating effects of consumer awareness of animal welfare and environmental issues to the WTP for cultured meat. The main findings are as follows. First, the average WTP for hamburgers made from tissue -cultured meat is JPY 363. Second, the WTP of respondents who know about, or value, animal welfare is shown to increase. The WTP of respondents who resist the killing of animals, and who recognize that the consumption of livestock products has a negative impact on the environment, is higher.