Consumer acceptance of cultured meat: Some hints from Italy

Purpose: The purpose of this paper is to contribute to the current literature on consumer acceptance of cultured meat and to investigate the main factors that might affect it. Design/methodology/approach: Data were collected from a sample of 490 consumers in Italy, using a web-based survey. The empirical analysis follows an exploratory approach based on the training and checking of a random forest model. Findings: An important finding of this study concerns the overall positive perception of cultured meat on the part of the interviewees in a country that is the fifth-largest meat producer at the European level. Age, environmental and ethical issues, and scepticism about new food technologies are the most important factors that guide consumer acceptance of cultured meat. The results suggest that in order to increase cultured meat acceptance it would be important to inform and educate consumers towards new food and new food production methods. Research limitations/implications: The sample analysed in this study is not representative of the whole national population, as it happens in most papers dealing with new food. Originality/value: Although the conclusions of this exploratory study cannot be over-generalized, the results provide interesting insights on how to increase cultured meat acceptance in view of the possible development of a new market for cultured meat.