Diffusion of innovation in emerging food technologies: Adoption dynamics of cultured meat

The contribution of emerging food technologies, such as cultured meat, to sustainability transitions depends on societal adoption processes rather than on technological performance alone. Drawing on Diffusion of Innovation (DoI) theory, this study examines the perceptual mechanisms shaping consumer adoption Intention for cultured meat in an early-stage transition context. Using survey data from 956 Romanian consumers and structural equation modeling, the study analyzes how innovation Knowledge and salience, perceived Risk and complexity, Compatibility with existing food practices, and perceived Relative advantage interact to influence adoption Intention. The results show that the Knowledge and salience construct is not directly associated with adoption Intention; instead, it is indirectly associated with Intention through lower perceived Risk and complexity and greater perceived Compatibility and Relative advantage. Perceived Risk and complexity emerge as major barriers, being negatively associated with adoption Intention and consumers' ability to recognize the technology's Relative advantage and value alignment. In contrast, Compatibility and Relative advantage are the main factors associated with adoption Intention. However, sensitivity analysis indicates that Risk and complexity show distinct structural patterns when modeled separately; therefore, their combined representation should not be interpreted as evidence that they are psychologically equivalent. The study contributes to food innovation research within sustainability transitions by conceptualizing innovation attributes as an interdependent system of perceptions that shape transition dynamics in socio-technical contexts, rather than as independent predictors of adoption. From a policy and governance perspective, the findings highlight the importance of reducing perceived complexity and aligning innovations with existing food practices to support sustainability-oriented food system transitions.