Perceived naturalness and evoked disgust influence acceptance of cultured meat.

Cultured meat could be a more environment- and animal-friendly alternative to conventional meat. However, in addition to the technological challenges, the lack of consumer acceptance could be a major barrier to the introduction of cultured meat. Therefore, it seems wise to take into account consumer concerns at an early stage of product development. In this regard, we conducted two experiments that examined the impact of perceived naturalness and disgust on consumer acceptance of cultured meat. The results of Experiment 1 suggest the participants' low level of acceptance of cultured meat because it is perceived as unnatural. Moreover, informing participants about the production of cultured meat and its benefits has the paradoxical effect of increasing the acceptance of traditional meat. Experiment 2 shows that how cultured meat is described influences the participants' perception. Thus, it is important to explain cultured meat in a nontechnical way that emphasizes the final product, not the production method, to increase acceptance of this novel food.