A study from the Tufts University Center for Cellular Agriculture examines how the terminology used to describe cultivated meat affects consumer perception in the United States and Germany. The research indicates that labels such as cultivated, cultured, and cellular are more effective at encouraging consumer acceptance than the term lab-grown. These findings remain consistent across both countries, suggesting that naming conventions influence initial consumer interest regardless of cultural background. However, the impact of these terms varies based on individual traits, specifically food neophobia, which is the reluctance to try unfamiliar foods, and general trust in food institutions. Consumers who are naturally cautious about new foods are less influenced by product naming. These results provide evidence that clear terminology is a significant factor in how the public evaluates emerging food technologies and may inform future industry labeling standards.
Source: New Research Examines How Naming Shapes Consumer Acceptance of Cultivated Meat | Tufts Now