From Tradition to the Future: Analyzing the Factors Shaping Consumer Acceptance of Cultured Meat Using Structural Equation Modeling

Abstract

Sustainable nutrition promotes reducing meat consumption due to environmental concerns. In this context, alternative protein sources, such as cultured meat, are discussed as an option to traditional meat consumption. This cross sectional study examined expectations and concerns regarding cultured meat. Data were collected via an online questionnaire, assessing acceptance, expectations, concerns, sustainable nutrition, food neophobia, and animal welfare. A total of 504 young adults (18–40 years) participated. Among them, 61.1% had heard of cultured meat, and 33.5% were open to consuming it. Acceptance decreased with age (β: −0.026; p < 0.001) but increased with higher education (β: 0.146; p < 0.05). Structural equation modeling showed that expectations positively influenced acceptance (β: 0.207; p < 0.001), whereas concerns had no direct effect. Food neophobia reduced expectations but did not directly affect acceptance. Greater awareness of sustainable nutrition (β: 0.169; p < 0.001) and animal welfare (β: 0.154; p < 0.05) increased concerns about cultured meat but did not impact acceptance. Strengthening consumer expectations has the potential to enhance cultured meat acceptance. However, this study contributes to previous literature by highlighting how these expectations interact with specific psychological and ethical factors such as sustainable nutrition, food neophobia, and animal welfare. The results underscore the importance of transparent information strategies that address not only concerns but also the motivational drivers influencing consumer decisions in the context of cultured meat.