Consumer Attitudes Toward Conventional, Regenerative, Plant-Based, and Cell-Cultured Meat: The Role of Meat Attachment and Food Technology Neophobia

Abstract

This study explored consumer perceptions of meat and alternative proteins, testing a conceptual framework initially developed to describe the perspectives of highly engaged stakeholders. We classified 600 participants from the USA and UK, split evenly between omnivores, vegetarians, and vegans, into one of four clusters based on meat attachment and food technology neophobia—groups we termed eco-modernists, high-tech vegans, good foodies, and carnivore traditionalists. Meat attachment was positively associated with attitudes toward conventional and regenerative meat and negatively associated with attitudes toward plant-based meat and whole food veggie burger products. Food technology neophobia was negatively associated with attitudes toward both cultured meat and plant-based meat. At a time when there is widespread discussion about the merits and drawbacks of diverse forms of meat production (conventional and regenerative), alternative protein development (plant-based and cell-cultured), and voluntary dietary change, the results offer insights for both scholars and practitioners with respect to consumer perceptions and purchasing intentions.