# Consumer Acceptance of Cultured Meat in Romania Highlighting Sustainable Perspectives for Both Human and Pet Consumption

## TL;DR

This study explores how consumers in northern Romania feel about eating cultured meat, finding strong support for its introduction with proper regulation.

## Contribution

The study provides new insights into consumer acceptance of cultured meat for both human and pet consumption in Romania.

## Key findings

- Over 70% of respondents supported introducing cultured meat to the market with regulation.
- 33.2% of participants were willing to feed cultured meat to their pets.
- Consumer perceptions varied by gender, age, and place of residence.

## Abstract

As demand for sustainable food alternatives grows, cultured meat is emerging as an innovative option that can reduce pressure on natural resources. In this study, we analyzed the attitude of consumers in northern Romania towards the consumption of cultured meat, both for their own diet and for pet food. The results revealed a high level of acceptance, with over 70% of respondents in favour of introducing cultured meat to the market under regulation, and over 30% indicating that they would feed it to their pets. Perceptions were influenced by demographic differences, such as gender, age, and place of residence: women emphasised ethical and environmental aspects, while men emphasised safety and scientific validation. These results suggest that promoting cultured meat in Romania could benefit from communication strategies tailored to different audience segments.

Cultured meat is an emerging innovation with the potential to contribute to sustainable animal production by reducing the environmental and ethical challenges associated with conventional animal farming. In Romania, this new source of protein is viewed with both interest and scepticism, reflecting broader consumer uncertainties about food innovations. Market data indicates that Romania faces a significant deficit in animal protein supply (exceeding 65% for pork, as well as notable deficits in fish and beef), while also recording one of the largest overall trade deficits in pet food. In this context, the present study explored the openness of respondents in northeastern Romania to the consumption of cultivated meat, taking into account both personal diet and pet nutrition. The results showed that 33.2% of participants were fully willing to feed their pets cultured meat products, and 70% supported its introduction to the market, provided that regulatory frameworks ensure product safety and quality. Although Romania does not currently have the legal and technological infrastructure necessary to integrate cultured meat into the food system, these findings highlight the potential role of consumer acceptance in shaping future nutritional strategies aimed at sustainable, high-quality protein alternatives for humans and pets alike.