301. AWARENESS, PERCEPTION, AND WILLINGNESS TO ACCEPT CULTURED MEAT AMONG MACEDONIAN CONSUMERS (Свесност, перцепција и подготвеност за прифаќање на култивирано месо кај македонските потрошувачи)
Keywords:
innovation, perception, awareness, acceptance, cultured meatAbstract
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 negativeattitudes 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
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