Appetite or Distaste for Cell-Based Seafood? An Examination of Japanese Consumer Attitudes
Abstract
:1. Introduction
1.1. Background
1.2. Prospects on the Global Seafood Market
2. Results
2.1. Demographic Data
2.2. Seafood Consumption
2.3. Cell-Based Seafood
2.3.1. Prior Knowledge and Spontaneous Feelings
2.3.2. Interest in Tasting and Likeliness to Purchase
2.3.3. Opinions within the Context of Traditional and Modern Food Production
2.3.4. Positive and Negative Terms Selected to Describe Cell-Based Seafood
2.4. Summary of Qualitative Results
2.4.1. Aspects Characterized by Uncertainty
2.4.2. Prerequisites for Consumption
2.4.3. Concerns about Consumption
2.5. Inferential Analysis
2.5.1. Significance after Post Hoc Analysis
2.5.2. Age
2.5.3. Gender
2.5.4. Size of Town or City
2.5.5. Household Size
2.5.6. Annual Household Income
2.5.7. Seafood Consumption
2.5.8. Prior Knowledge
3. Methods
4. Discussion
4.1. Prior Knowledge and Spontaneous Feelings
4.2. Interest in Tasting and Intentions to Purchase
4.3. Overall Assessment of Japanese Consumer Attitudes
4.4. Consumer-Related Variables with Potential Effect on Attitudes
4.5. Diffusion of Innovations Theory
4.6. Study Limitations
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Variable | Values | Lowest Significance Value |
---|---|---|
(Chi-Square, Fisher’s Exact) | ||
Age | 18–44 years old, 45 years or older | p = 0.003 |
Gender | Male; female | p = 0.020 |
Education | High school or lower; college | p = 0.242 |
Residence country | Japan; other | p = 0.057 |
Town/city size | Less than 1 million; 1 million or more | p = 0.018 |
Household size | 1; 2 or more | p = 0.004 |
Annual household income | Less than 6 million, 6 million or more | p = 0.044 |
Seafood consumption | High consumption; low or no consumption | p = 0.033 |
Prior knowledge | Yes; no/unsure | p < 0.001 |
Variable | Positive Attitude Value(s) |
---|---|
Interest in tasting | Yes |
Likeliness to buy cell-based | Likely |
Likeliness to replace all conventional | Likely |
Willingness to pay a higher price | Yes |
Excited | Very or moderately |
Positive | Very or moderately |
Interested | Very or moderately |
Disgusted | Not at all or slightly |
Worried | Not at all or slightly |
Number of positive terms selected | Minimum of 3 |
Number of negative terms selected | Maximum of 2 |
Progress more important | Agree |
Tradition more important | Do not agree |
Interested in Tasting (Yes) | Buy Cell-Based (Likely) | Replace Conventional (Likely) | Pay Higher Price (Yes) | ||
---|---|---|---|---|---|
Age | p-value | 0.005 | 0.346 | 0.554 | (Fisher’s exact) 0.753 |
Adjusted p-value | 0.060 | 1.000 | 1.000 | 1.000 | |
18–44 years old | % within age | 79.5% | 62.8% | 20.5% | 12.8% |
45 years or older | % within age | 53.1% | 53.1% | 15.6% | 9.4% |
OR | 3.419 | 1.491 | 1.394 | 1.422 | |
Gender | p-value | 0.109 | 0.729 | 0.117 | (Fisher’s exact) 0.020 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 0.260 | |
Male | % within gender | 81.3% | 62.5% | 28.1% | 25.0% |
Female | % within gender | 65.8% | 58.9% | 15.1% | 6.8% |
OR | 2.257 | 1.163 | 2.206 | 4.533 | |
Town/City Size | p-value | 0.346 | 0.441 | 0.123 | (Fisher’s exact) 0.018 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 0.234 | |
<1 million people | % within town/city size | 78.1% | 65.6% | 28.1% | 25.0% |
1 million or more | % within town/city size | 69.2% | 57.7% | 15.4% | 6.4% |
OR | 1.587 | 1.400 | 2.152 | 4.867 | |
Household Size | p-value | 0.074 | 0.004 | 0.017 | 0.513 |
Adjusted p-value | 0.814 | 0.052 | 0.204 | 1.000 | |
1 person | % within household size | 81.4% | 76.7% | 30.2% | 9.3% |
2 or more | % within household size | 65.7% | 49.3% | 11.9% | 13.4% |
OR | 2.287 | 3.400 | 3.196 | 0.661 | |
Annual Household Income | p-value | 0.154 | 0.895 | 0.044 | (Fisher’s exact) 1.000 |
Adjusted p-value | 1.000 | 1.000 | 0.572 | 1.000 | |
<6 million YEN | % within AHI | 80.0% | 65.0% | 26.7% | 13.3% |
6 million YEN or more | % within AHI | 66.7% | 63.6% | 9.1% | 15.2% |
OR | 2.000 | 1.061 | 3.636 | 0.862 | |
Seafood Consumption | p-value | 0.545 | 0.812 | 0.843 | 0.469 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 1.000 | |
High consumption | % within seafood consumption | 69.7% | 59.1% | 19.7% | 13.6% |
Low or no consumption | % within seafood consumption | 75.0% | 61.4% | 18.2% | 9.1% |
OR | 0.767 | 0.909 | 1.104 | 1.579 | |
Prior Knowledge | p-value | 0.958 | 0.326 | 0.357 | (Fisher’s exact) < 0.001 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | <0.001 * | |
Yes | % within prior knowledge | 71.4% | 67.9% | 25.0% | 35.7% |
No/unsure | % within prior knowledge | 72.0% | 57.3% | 17.1% | 3.7% |
OR | 0.975 | 1.572 | 1.619 | 14.630 |
Excited (Very or Moderately) | Positive (Very or Moderately) | Disgusted (Not at all or Slightly) | Worried (Not at all or Slightly) | Positive Terms (Minimum of 3) | ||
---|---|---|---|---|---|---|
Age | p-value | 0.017 | 0.049 | 0.003 | 0.183 | 0.031 |
Adjusted p-value | 0.187 | 0.441 | 0.039* | 1.000 | 0.310 | |
18–44 years old | % within age | 56.4% | 64.1% | 87.2% | 57.7% | 53.8% |
45 years or older | % within age | 31.3% | 43.8% | 62.5% | 43.8% | 31.3% |
OR | 2.847 | 2.296 | 4.080 | 1.753 | 2.567 | |
Gender | p-value | 0.719 | 0.414 | 0.458 | 0.054 | 0.454 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 0.432 | 1.000 | |
Male | % within gender | 53.1% | 53.1% | 84.4% | 65.6% | 53.1% |
Female | % within gender | 49.3% | 61.6% | 78.1% | 45.2% | 45.2% |
OR | 1.165 | 0.705 | 1.516 | 2.314 | 1.374 | |
Town/City Size | p-value | 0.903 | 0.556 | 0.834 | 0.439 | 0.635 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 1.000 | 1.000 | |
<1 million people | % within town/city size | 50.0% | 62.5% | 81.3% | 59.4% | 43.8% |
1 million or more | % within town/city size | 48.7% | 56.4% | 79.5% | 51.3% | 48.7% |
OR | 1.053 | 1.288 | 1.118 | 1.388 | 0.819 | |
Household Size | p-value | 0.460 | 0.432 | 0.769 | 0.250 | 0.296 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 1.000 | 1.000 | |
1 person | % within household size | 53.5% | 62.8% | 81.4% | 60.5% | 53.5% |
2 or more | % within household size | 46.3% | 55.2% | 79.1% | 49.3% | 43.3% |
OR | 1.335 | 1.368 | 1.156 | 1.576 | 1.507 | |
Annual Household Income | p-value | 0.061 | 0.166 | 0.587 | 0.633 | 0.064 |
Adjusted p-value | 0.732 | 1.000 | 1.000 | 1.000 | 0.732 | |
<6 million YEN | % within AHI | 43.3% | 55.0% | 83.3% | 56.7% | 53.3% |
6 million YEN or more | % within AHI | 63.6% | 69.7% | 78.8% | 51.5% | 33.3% |
OR | 0.437 | 0.531 | 1.346 | 1.231 | 2.286 | |
Seafood Consumption | p-value | 0.586 | 0.033 | 0.173 | 0.035 | 0.212 |
Adjusted p-value | 1.000 | 0.429 | 1.000 | 0.420 | 1.000 | |
High consumption | % within seafood consumption | 47.0% | 50.0% | 75.8% | 45.5% | 42.4% |
Low or no consumption | % within seafood consumption | 52.3% | 70.5% | 86.4% | 65.9% | 54.5% |
OR | 0.809 | 0.419 | 0.493 | 0.431 | 0.614 | |
Prior Knowledge | p-value | 0.583 | 0.229 | 0.189 | 0.376 | 0.226 |
Adjusted p-value | 1.000 | 1.000 | 1.000 | 1.000 | 1.000 | |
Yes | % within prior knowledge | 53.6% | 67.9% | 71.4% | 46.4% | 57.1% |
No/unsure | % within prior knowledge | 47.6% | 54.9% | 82.9% | 56.1% | 43.9% |
OR | 1.272 | 1.736 | 0.515 | 0.678 | 1.704 |
Variable | Lowest Significance Value (Holm–Bonferroni) |
---|---|
Age | padjusted = 0.039 * (feeling disgusted) |
Gender | padjusted = 0.260 |
Town/City Size | padjusted = 0.234 |
Household Size | padjusted = 0.052 |
Annual Household Income | padjusted = 0.572 |
Seafood Consumption | padjusted = 0.429 |
Prior Knowledge | padjusted < 0.001 * (willingness to pay a higher price) |
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© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Braun, P.D.; Knight, A. Appetite or Distaste for Cell-Based Seafood? An Examination of Japanese Consumer Attitudes. Commodities 2023, 2, 329-354. https://doi.org/10.3390/commodities2040019
Braun PD, Knight A. Appetite or Distaste for Cell-Based Seafood? An Examination of Japanese Consumer Attitudes. Commodities. 2023; 2(4):329-354. https://doi.org/10.3390/commodities2040019
Chicago/Turabian StyleBraun, Pauline Dorothea, and Andrew Knight. 2023. "Appetite or Distaste for Cell-Based Seafood? An Examination of Japanese Consumer Attitudes" Commodities 2, no. 4: 329-354. https://doi.org/10.3390/commodities2040019