Sustainability and Quality of Cultured Meat: Consumer Perceptions

Resource consumption, global greenhouse gas emissions, and their effects on human health have pushed the food sector to produce novel foods such as cultured meat. Cultured meat could respond to the demands for sustainable transformations in the food sector; however, are consumers ready to change their eating habits? This research analyses consumer perceptions of cultured meat by linking it to quality, health, sustainability, and socio-economic aspects. The study adopts a qualitative approach, and through in-depth interviews, explores Italian consumers’ perceptions of cultured meat. The findings show how cultured meat is perceived as a sustainable alternative that safeguards the environment, natural resources, and animal welfare. However, the research highlights the need for more information on the production phase of this novel food. Research into the hazards and risks of cultured meat is essential to confirm its safety. Indeed, further research and investments are needed to obtain information on the safety and reliability of this new food. The respondents feared introducing this new food as it could damage the actors involved in the agri-food chain by reducing jobs, and they were not inclined to abandon their culinary traditions. The results suggest to companies and governments which aspects to optimize and which factors to invest in to communicate with consumers.