Perspectives on cultured and traditional meat: An analysis of Italian consumers

Abstract

This study investigates Italian consumers’ perceptions and preferences regarding cultured versus traditional meat. Two distinct consumer groups emerged: conservative consumers, who resist novel foods and are largely unwilling to buy cultured meat, and younger, more open-minded consumers, who prioritize environmental and animal welfare concerns and are more inclined to purchase cultured meat. Logistic regression analysis indicates that food neophobia, technophobia, and concerns about cultured meat’s impact on rural economies negatively influence the likelihood of purchasing cultured meat. Conversely, awareness of the meat industry’s environmental issues positively correlates with the likelihood of opting for cultured meat products