Consumer acceptance of cultured meat

An in-depth qualitative assessment

Bibliographic Data

ID21294898
AuthorsPaola Castellani (0000-0002-8132-7632, University of Verona Department of Management), Fabio Cassia (0000-0001-8716-5489, University of Verona Department of Management), Alfonso Vargas-Sánchez (0000-0003-0588-8654, University of Huelva Faculty of Business Sciences and Tourism), Elena Giaretta (0000-0003-3619-9560, University of Verona Department of Management)
Year2026
Volume128
Issue13
Pages231-248
Publication date2026-12-14
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-05-2025-0697
OpenAlexW7129019587
LanguageEN
References cited29

Purpose This study identifies the themes that consumers associate with attitudes towards, and intentions to purchase, cultured meat. It also examines the relationships between these themes and the drivers of innovation according to the diffusion of innovations theory proposed by Rogers. Design/methodology/approach A qualitative approach was used to collect information from 256 participants. A specific type of content analysis, “cognitive analysis,” was performed on this information using Leximancer, which supports visually oriented sense-making. Findings The analysis revealed a variety of themes associated with attitudes towards, and intentions to purchase, cultured meat. Moreover, the diffusion of innovations theory emerged as a valuable framework for organising these themes around the five attributes of innovation: relative advantage, compatibility, complexity, trialability and observability. Research limitations/implications This study examined the consumer perspective, but the acceptance and commercialisation of cultured meat will also depend on the attitudes and behaviours of several other actors (e.g. farmers), which need to be studied. Originality/value This study contributes to addressing several research priorities highlighted in recent literature on the consumer acceptance of cultured meat, including the need to conduct more qualitative studies and to apply the diffusion of innovations framework

Consumer behaviour · Content analysis · Diffusion of innovations · Diffusion theory · Innovation diffusion · Qualitative analysis · Qualitative research · Variety (cybernetics) · Agriculture Sustainability and Environmental Impact · Organic Food and Agriculture · Wine Industry and Tourism

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