Study: What Factors Influence Consumer Acceptance of Cultivated Meat in Italy?

A new study in Italy examined consumer acceptance of cultivated meat, finding that attitudes, subjective norms, and perceived behavioral control all play a significant role. While some consumers were supportive of the ethical and sustainability benefits, concerns related to health and safety were a barrier to acceptance. The findings could be useful for companies and policymakers looking to promote informed consumer choices, although a ban on cultivated meat production and marketing in Italy may delay its introduction to the market.



In Europe, a survey in Switzerland showed that around 30% of consumers would be willing to buy cultivated meat, with higher acceptance among younger consumers. However, the EIT Food Consumer Observatory highlights the importance of cultural context in promoting acceptance of cultivated meat. Manufacturers will need to build trust in the safety, healthiness, and environmental benefits of these products, as consumers often prefer conventional meat due to its perceived naturalness and familiarity. Understanding cultural differences and preferences is crucial for the success of cultivated meat in the European market.