Work

The Roles of Social Class, Need for Differentiation, and Moral Identity Symbolization in Increasing Cultured Meat Acceptance

Year: 2026

Type: article

Abstract: Macromarketing scholars have long explored connections between marketing, markets, and society, especially in contexts where consumption habits significantly impact environmental and social outcomes. Our work contributes to this discussion by investigating how social structures and ethical identities affect sustainable shifts in food consumption — particularly the transition from conventional meat to cultured meat (also known as clean meat or lab-grown meat). In the first of two studies with US consumers, we demonstrate that social class positively affects willingness to consume cultured meat, primarily for individuals with higher moral identity symbolization. In the second study, we find that higher-class consumers, compared to lower-class consumers, are more motivated to distinguish themselves, which explains their willingness to try cultured meat, particularly when they have high moral identity symbolization. These findings are valuable to macromarketing researchers, consumers, managers, and public policymakers.

Source: Journal of Macromarketing

DOI: 10.1177/02761467261437383

Authors: Irsa Wafiatul Qisthi, Tabitha S. Thomas, Rafi M. M. I. Chowdhury, Felix Septianto

Institutions: The University of Queensland, Bond University

Language: English

Topic: Consumer Attitudes and Food Labeling

Subfield: Public Health, Environmental and Occupational Health

Field: Medicine

Domain: Health Sciences

Open Access status: hybrid

Estimated APC paid: $3,900

Funder: Australian Research Council