Assessing moderated mediation effects influencing consumer acceptance of cell-cultured Meat: A PLS-SEM modeling approach

Abstract

Cell-cultured meat, as a novel food, is often met with limited consumer understanding, leading to a predominantly conservative attitude and lower acceptance. To gain insights into the key factors influencing consumer acceptance of cell-cultured meat, this study constructs a moderated mediation model to examine the relationship between food techneophobia (FTN), food disgust sensitivity (FDS), and acceptance of cell-cultured meat. Moreover, we investigate the mediating effects of perceived benefits (PB) and perceived risk (PR), as well as the moderating effect of information acquisition (IA). A field survey was conducted in 2020 with 4,841 Chinese consumers in households. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that PB is the strongest positive influencing factor of acceptance. FTN has a better predictive effect on acceptance than FDS. Both FTN and FDS can reduce PB and increase PR, thereby lowering acceptance. Partial mediation of PB and PR between FTN and acceptance of cell-cultured meat is observed, while full mediation of PB and PR exists between FDS and acceptance. IA can mitigate the negative impact of FDS on PB, thereby enhancing consumer acceptance of cell-cultured meat. This study contributes to the current literature by employing PLS-SEM as an assessment model for examining direct and mediation relationships. Understanding the factors that shape consumers’ perceptions and influnce their acceptance is essential for effective forecasting and strategic decision-making in the novel food industry.