# Exploring Italian Consumers’ Perceptions of Cultivated Meat: Barriers, Drivers, and Future Prospects

## TL;DR

This study explores Italian consumers' views on cultivated meat, finding high awareness but low willingness to buy due to health and production concerns.

## Contribution

The study identifies key psychological and demographic factors influencing consumer acceptance of cultivated meat in Italy.

## Key findings

- 81.92% of participants are aware of cultivated meat, but only 35.47% are willing to purchase it.
- Environmental sustainability and innovation appeal are the main drivers of interest in cultivated meat.
- Health concerns and doubts about production processes are the primary barriers to adoption.

## Abstract

Background/Objectives: The increasing global population and rising demand for protein-rich foods present significant challenges for the agri-food system. Cultivated meat, produced through cellular agriculture, is emerging as a promising alternative to traditional livestock farming, offering potential environmental and ethical benefits. However, its adoption remains controversial due to concerns about sustainability, safety, and cultural acceptance. This study investigates Italian consumers’ perceptions, knowledge, and willingness to purchase cultivated meat, considering psychological, demographic, and social factors. Methods: A structured online survey was conducted involving 437 Italian meat consumers, integrating established psychometric scales to assess key attitudes. Logistic regression analysis was applied to identify determinants of consumer acceptance. Results: Findings reveal that while awareness of cultivated meat is relatively high (81.92%), willingness to purchase it is low, at just 35.47%. The main motivations for interest are environmental sustainability (54.61%) and innovation appeal (25.00%), while the primary barriers are health concerns (31.58%) and doubts about production processes (34.59%). The results also show that food neophobia, environmental awareness, and inclination toward food innovation significantly influence purchasing decisions. Additionally, demographic factors, such as age, gender, income, and household size, play a crucial role. Conclusions: This study provides insights into consumer behavior toward food innovations, informing policymakers and industry stakeholders on strategies to enhance acceptance and promote sustainable food alternatives.