Acceptans till odlat kött : Hur produktdesign kan främja omställningen inom restaurangbranchen

Sammanfattning

2018 Sweden consumed 42 kg of meat per person which is a40% increase since 1990. The worlds total meat consumptionis responsible for 15 % of the total greenhouse emissions eachyear. Cultured meat is synthetically produced meat which candecrease the amount of emission that is released. My study explored the acceptance of cultured meat among chefs to portraysolutions and contribute with information about the role ofproduct design, in order to affect and raise the acceptance ofcultured meat. Chefs were chosen as a target group becausethey were considered the ones to introduce cultured meat tothe rest of society. My study was carried out with a conceptualfuture based user centered design approach in combinationwith emotional design. A workshop with chefs was held tocontribute to my understanding of the problem. The results ofthe workshop were made into a function analysis which laterwas used to generate ideas. The study resulted in a productwhich shows the guests at a restaurant how much they havehelped the environment by ordering cultured meat instead ofconventional meat. By the use of product design the incentivefor chefs to make a change into cultured meat be raised.