Exploring consumers' attitude towards cultured meat in Italy.

Abstract in brief

• The study explores Italian consumers' attitudes toward cultured meat, a new food that could address issues related to traditional meat production, by analyzing their willingness to try, buy, and pay for it.
• Results indicate that more consumers agree with the positive environmental and health benefits of cultured meat than with its intrinsic qualities, with 54% willing to try it.
• The typical potential consumer is young, educated, familiar with cultured meat, a meat eater, and open to reducing their meat consumption, but findings might be influenced by the current lack of the product on the market and the emphasis on its benefits in the survey.]