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Consumer trust facilitates acceptance of cultivated meat

Year: 2025
Type: article
Study design: Observational Study
Abstract: Background Cultivated meat (CM) is more animal friendly and requires less land than conventional produced meat, yet consumer acceptance of this technology is underexplored. The present paper investigates the role of consumer trust in the acceptance of CM and the mediating role of consumer perceived benefits and risks in an Australian adult population. Methods Australian Adult consumers ( n = 1540, 72.9 % female) filled out three online questionnaires which measured four domains of trust (e.g., 1-interpersonal, 2- Institutional trust, 3- Epistemic-trust in CM related science, 4- Trust in CM technology oversight), alongside consumers' perceived benefits and risks associated with the consumption of CM. These variables were used to predict the willingness to buy CM. Results Epistemic trust (CM r = 0.299), institutional trust (authorities) (CM r = 0.166, and trust in technology oversight (CM r = 0.537) correlated significantly with acceptance of CM. Cross-sectional mediation analysis revealed that the association between acceptance of CM and trust in technology oversight and institutional trust were mediated via perceived benefits (CM b = 0.27 PFI b = 0.32; CM b = 0.14, PFI b = 0.12). Epistemic trust and acceptance of CM were mediated via perceived risks (CM b = 0.19 PFI b = 0.18). Risk perception negatively ( b = −0.30) and perceived benefits positively impacted acceptance b = 0.44. Conclusion Consumer trust, especially in technology oversight and institutions, is positively associated with the acceptance of cultured cell meat (CM). Effective communication of benefits and risks is essential to enhance acceptance.
DOI: 10.1016/j.foodqual.2025.105733
Authors: Phelia Harrison, Djin Gie Liem
Institution: Deakin University
Language: English
Open Access status: hybrid
Estimated APC paid: $4,420
OpenAlex ID: W4414974379
FWCI: 8.981
Cites: 75
Cited by: 5
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