Pakurár Miklós – Kiss Marietta (2023): Fogyasztói attitűdvizsgálat mesterséges intelligencia (MI) alkotta laborhús képekkel
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Pakurár Miklós – Kiss Marietta (2023): Fogyasztói attitűdvizsgálat mesterséges intelligencia (MI) alkotta laborhús képekkel. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 256–256.
Authors
- Miklós, Pakurár. Debreceni Egyetem.
- Marietta, Kiss. Debreceni Egyetem.
Abstract
Consumer attitude survey with images of cultured meat created by artificial intelligence (AI)
Cultured meat is an innovative food that is expected to play a significant role in the food supply of the future. Its main advantages over conventional meat are the production method that is less harmful to the environment, the elimination of keeping animals in unfavorable conditions and of various diseases spread by animals. However, the majority of consumers are averse to it due to the artificial conditions of its production. The purpose of our exploratory research was to determine how consumers feel about a food they are unfamiliar with, and whether their attitudes are influenced by images generated by an AI. The data collection was carried out with an online questionnaire (N=132); to generate images by Lexica.art, in addition to the most common English name of the product (cultured meat), we used the following words: advertisement, family, good food, nature, and sales. Based on our results, it can be concluded that the images created by AI significantly improved the willingness to try and buy: the proportion of those who definitely or probably tried it increased from 28% to 44% as a result of the images, while 38.6% said that the images definitely or probably redounded the future purchase. In contrast, the willingness to pay a premium did not improve after exposure to the images. With our research, we initiate future investigations that reveal how consumers’ attitude towards an innovative product can be improved with images created by AI.
cultured meat artificial intelligence consumer attitude innovative product
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023