WP3 will study likely reactions of consumers to synthetic protein in their food. We first go through the literature and identify what is already known about consumer reactions to synthetic proteins and then conduct a representative survey with about 1500 Norwegians asking about how important perceived naturalness of proteins is for consumers, which role its price plays, how important the impact of other people’s opinions will be, if consuming synthetic protein might give you a higher or lower societal status and what the introduction of synthetic proteins might do to the Norwegian identity which is strongly connected to the production of meat. The survey will include choice experiments where the consumers are confronted with different scenarios and need to choose some of them over others, which will give us insights into how they value different product characteristics.

WP manager: Christian Klöckner