Understanding consumer attitude toward the name framings of cultured meat: Evidence from China

The naming and labeling of products can affect consumer attitudes and subsequent behavior, particularly in the case of new food products in the market. The present study explores the effects of name framing on consumer attitudes towards cultured meat (CM), which is currently in the early stages of development. With a sample of 1532 Chinese consumers, we integrated several pathways to explain the name-framing effect by examining three different terms ("cultured," "artificial," and "cell-based") for CM. Results indicate that "cultured meat" and "cell-based meat" are more appealing than "artificial meat." Name framings of CM affect consumers' perception of benefits more than that of risks. Our comprehensive model identified evoked affect (perceived disgust) and naturalness as two crucial predictors of attitudes. These two predictors also act as substantial mediators of perceived benefits, and they activate the mediation of perceived risks (an insignificant mediator in cognitive processing). In addition, perceived naturalness mediates the name-framing effect mainly through perceived disgust. Our findings have implications for future strategies for communicating about novel foods (like CM) to the public.