Challenging cultured meat naturalness perceptions: The role of consumers' mindset

Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studies, this research breaks new ground by examining these strategies through the lens of mindset theory-i.e., beliefs about the fixedness or malleability of human attributes. In Study 1, we present findings illustrating that a strategy challenging the importance of naturalness is effective at increasing cultured meat acceptance among consumers with a growth mindset. In Study 2, we demonstrate how complementing such messaging strategy with a specific form of creative narrative can make it effective among consumers with a fixed mindset too. Our findings are informative theoretically, extending mindset and narrative theories to the context of cultured meat and, practically, examining the effectiveness of different communication strategies in driving consumer acceptance of the product.