Italian consumers and cultured meat: Risk, preferences, and politics

Cultured meat is produced in vitro, and it is presented as a method able to reduce the controversial effect of farmed meat, on the environment and animal welfare. To speed up the shift to sustainable food systems with such innovation, it is necessary to analyze consumer preferences and attitudes towards this novel food. Attention should be paid specifically to the relevant role of consumers’ political affiliation, risk attitudes, and perceptions of cultured meat, as compared to farmed meat, on consumers’ acceptance of this novel food. This study investigates these aspects using a representative sample of the Italian population in terms of gender, age, and region, and a balance across education levels. Data collection was conducted via a digital platform in December 2023. The sample included 800 participants. The data were analyzed using an ordered logistic regression model, with marginal effects reported for clarity. Results show that as the level of acceptance increases, consumers’ preferences depend heavily on their’ perceptions of cultured meat as compared to farmed meat. Our research offers valuable insights into consumers’ views related to cultured meat. Additionally, it provides practical guidance to promote cultured meat using an evidence-based strategy.