A new study published in the journal Corporate Social Responsibility and Environmental Management has examined the factors influencing consumer acceptance of cultivated meat in Italy.
As part of the empirical research, 18 in-depth interviews were conducted, and a questionnaire was administered to 836 consumers. The findings were analysed using the Theory of Planned Behaviour model, then tested using structural equation modeling.
The results indicate that attitudes, subjective norms, and perceived behavioral control all have a significant influence on consumer acceptance. Some participants showed awareness of the ethical and sustainability-related benefits of cultivated meat, and these factors increased acceptance. However, concerns regarding health and safety made some respondents less accepting.
According to the study authors, the findings could help companies and policymakers promote informed consumer choices when cultivated meat is introduced into the market. However, Italian consumers may face a long wait, since the country has banned the production and marketing of cultivated meat. There are reports that the ban may be unenforceable because the country violated an EU scrutiny procedure, but since cultivated meat has not yet been approved for sale in the union, it is currently unclear what the implications will be.
Cultivated meat acceptance in Europe
A survey conducted in Switzerland last year found that an average of 30% of consumers would be willing to purchase cultivated meat. This figure rose to 46% among younger consumers.
However, a recent study by the EIT Food Consumer Observatory finds that cultivated meat must be carefully positioned within the cultural context to achieve widespread acceptance in Europe. It concludes that manufacturers will need to build consumer trust in the safety, healthiness, and environmental benefits of cultivated products, since many currently prefer conventional meat due to its perceived naturalness and familiarity.
“Cultivated meat challenges traditional ideas of food and nature, and reactions can vary widely across cultures and demographics,” said Sofia Kuhn, Director of Public Insights and Engagement at EIT Food. “Without this insight, even the most sustainable or innovative products risk rejection.”
