AWARENESS, PERCEPTION, AND WILLINGNESS TO ACCEPT CULTURED MEAT AMONG MACEDONIAN CONSUMERS
Zlatko Pejkovski
Faculty of Agricultural Sciences and Food, Ss. Cyril and Methodius University in Skopje, Blvd. 16-ta Makedonska brigada 3, 1000 Skopje, North Macedonia
zpejkovski@fznh.ukim.edu.mk
Aleksandra Silovska Nikolova
Faculty of Agricultural Sciences and Food, Ss. Cyril and Methodius University in Skopje, Blvd. 16-ta Makedonska brigada 3, 1000 Skopje, North Macedonia
Daniela Beličovska
Institute of Animal and Fishery Science, Ss. Cyril and Methodius University in Skopje, Blvd. Ilinden 92a, 1000 Skopje, North Macedonia
Katerina Beličovska
Faculty of Agricultural Sciences and Food, Ss. Cyril and Methodius University in Skopje, Blvd. 16-ta Makedonska brigada 3, 1000 Skopje, North Macedonia
Metodija Trajčev
Faculty of Agricultural Sciences and Food, Ss. Cyril and Methodius University in Skopje, Blvd. 16-ta Makedonska brigada 3, 1000 Skopje, North Macedonia
The aim of this study was to assess the awareness, attitudes, and willingness to accept cultured meat among Macedonian consumers by employing a quantitative cross-sectional design. Data were collected electronically via Google Forms over a three-week period using a structured questionnaire consisting of demographic items and questions related to awareness of cultured meat, perceptions of food innovations, concerns, and willingness to taste or purchase. A total of 400 respondents voluntarily participated, forming a diverse yet non-representative convenience sample, which limits the generalizability of the findings. Descriptive statistics were applied to summarize the results, while chi-square tests were used to examine associations between demographic characteristics and consumer attitudes. The findings showed that most respondents were unfamiliar with cultured meat and expressed predominantly negative attitudes toward this technology. The most frequently reported concerns were related to safety, taste, and quality. Only two demographic factors, gender and place of residence, demonstrated statistically significant but moderate associations with specific survey items. Overall, the results indicate low consumer acceptance and highlight the need for more effective communication and public education regarding the potential of cultured meat as a sustainable alternative.
Keywords: innovation; perception; awareness; acceptance; cultured meat
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Language:
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English and Macedonian
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Pages:
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33–41
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Number of references:
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34
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References:
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