Exploring Italian Consumers' Perceptions of Cultivated Meat: Barriers, Drivers, and Future Prospects

Background/Objectives: The increasing global population and rising demand for protein-rich foods present significant challenges for the agri-food system. Cultivated meat, produced through cellular agriculture, is emerging as a promising alternative to traditional livestock farming, offering potential environmental and ethical benefits. However, its adoption remains controversial due to concerns about sustainability, safety, and cultural acceptance. This study investigates Italian consumers' perceptions, knowledge, and willingness to purchase cultivated meat, considering psychological, demographic, and social factors. Methods: A structured online survey was conducted involving 437 Italian meat consumers, integrating established psychometric scales to assess key attitudes. Logistic regression analysis was applied to identify determinants of consumer acceptance. Results: Findings reveal that while awareness of cultivated meat is relatively high (81.92%), willingness to purchase it is low, at just 35.47%. The main motivations for interest are environmental sustainability (54.61%) and innovation appeal (25.00%), while the primary barriers are health concerns (31.58%) and doubts about production processes (34.59%). The results also show that food neophobia, environmental awareness, and inclination toward food innovation significantly influence purchasing decisions. Additionally, demographic factors, such as age, gender, income, and household size, play a crucial role. Conclusions: This study provides insights into consumer behavior toward food innovations, informing policymakers and industry stakeholders on strategies to enhance acceptance and promote sustainable food alternatives.