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

A recent study in Italy has found that attitudes, subjective norms, and perceived behavioral control significantly influence consumer acceptance of cultivated meat. While some participants were aware of the ethical and sustainability benefits of cultivated meat, concerns about health and safety made others less accepting. These findings could help companies and policymakers promote informed consumer choices when cultivated meat is introduced to the market, although Italian consumers may have to wait due to a current ban on its production and marketing.

In Europe, a survey in Switzerland showed that 30% of consumers would be willing to purchase cultivated meat, with a higher percentage among younger consumers. However, a study by the EIT Food Consumer Observatory suggests that cultivated meat must be carefully positioned within the cultural context to achieve widespread acceptance. Manufacturers will need to build consumer trust in the safety, healthiness, and environmental benefits of cultivated products, as many consumers prefer conventional meat due to its perceived naturalness and familiarity.