A recent study in Italy explored consumer acceptance of cultivated meat using the Theory of Planned Behaviour with 836 consumers. The research found that attitudes, subjective norms, and perceived behavioral control significantly influence acceptance. While awareness of ethical and sustainability benefits increased acceptance, concerns about health and safety decreased it. These findings could help companies and policymakers, though Italy has a ban on cultivated meat. Broader European surveys show varied acceptance, with a Swiss study indicating 30% willingness to buy, rising to 46% among younger consumers.
Study: What Factors Influence Consumer Acceptance of Cultivated Meat in Italy?
ByGrégory Maubon
Aug 9, 2025
By Grégory Maubon
Leading Innovation ++ on the Field ++ with a Purpose => I used AI in cultivated meat industry to optimize bioreactor design and to dramatically improve the efficiency and quality of production. I developed high quality 3D imagery process in a biotechnological startup to disrupt the drug discovery methods.