Consumer behavior toward cultured meat in the foodservice industry: Insights from IPA and fsQCA analysis on shifting trends

Cultured meat is gaining prominence as a food of the future, attracting the attention of researchers and consumers. This study explores the key factors influencing consumer visit intentions for cultured meat restaurants through safety, quality, and ethical value propositions. By conducting interviews with 32 participants and an online survey with 571 respondents, this study employs importance-performance analysis (IPA) and fuzzy-set qualitative comparative analysis (fsQCA) to analyze complex relationships among these factors. The findings identify eight critical attributes of cultured meat that influence consumer decisions, providing strategic insights for restaurant marketers in China. Notably, the study reveals that while novelty and ethical concerns play a role, key determinants such as price, quality, nutritional benefits, and aversion significantly impact visit intentions. The fsQCA results emphasize the importance of combined attributes rather than single factors, highlighting the interplay between consumer perceptions and restaurant success. These results advance the understanding of cultured meat adoption and contribute to both theoretical and practical discussions on consumer behavior in the foodservice industry. Ultimately, this study offers implications for restaurant industry managers and policymakers aiming to effectively develop the cultured meat market.