Social identity and intent to try cultured-meat: beyond locavorism and cultural openness

Purpose – Despite the growing research on cultured meat, the psychological factors influencing consumer behaviour are still underexplored. This study investigates how anticipated social identification, openness to other cultures and locavorism shape behavioural intentions toward cultured meat. The findings aim to inform strategies for promoting alternative proteins, especially in contexts where food identity plays a key role. Design/methodology/approach – In December 2023, we fielded a nationwide online survey to a quotarepresentative sample of 800 Italians (age, gender, region) recruited via a professional market-research panel, in line with ESOMAR standards. The questionnaire measured attitudes toward cultured meat and examined how social identification, openness to other cultures and locavorism relate to willingness to try (WTT), to eat regularly and to substitute conventional meat. Findings – Anticipated social identification with prospective cultured-meat consumers positively influences three behavioural intentions: WTT, willingness to consume regularly and willingness to substitute farmed meat with cultured meat. Openness to other cultures is positively associated with the willingness to consume cultured meat regularly. In contrast, locavorism does not significantly influence behavioural intentions, suggesting that local food preferences may not conflict with the acceptance of cultured meat. Originality/value – This study advances the literature by jointly testing anticipated social identification, locavorism and openness to other cultures, rarely examined together, in a meat-centric setting (Italy, 2023 ban). We find stage-differentiated effects across WTT, eat regularly and substitute, clarifying psychological pathways to acceptance. The results provide actionable guidance for policy and practice and a basis for future research on food identity and innovation.