Table 4 Emerging themes
From: Publicly tasting cultivated meat and socially constructing perceived value politics and identity
Americanness | Role of government |
Freedom, freedom of choice, consumer freedom | |
American identity | |
Social awareness | Beliefs about what others think |
Beliefs about what others will or won’t do | |
Social dynamics in taste experiences | |
Need for education or development | Fear or distrust of science, food industry, or government |
Need for further information (e.g. evidence on health, sustainability, inputs) | |
Need for further product innovation to address consumer needs | |
Time urgency | Time pressure to try (last or only chance) |
Long waiting period at the event | |
Verisimilitude | Interrogating proximity and distinction from “the real” |
How real is real for cultivated meat, enough to be ‘normal’ or ‘regular' | |
Vegans and vegetarians (veg*ns) processing eating “real” meat |
