Availability, family opinions and healthiness explain intent to consume cultivated meat regularly in Singapore

Abstract

Purpose The emerging technology of culturing meat offers potential for mitigating sustainability challenges associated with conventional meat production. Despite its promise, past research highlights general consumer aversion to cultivated meat, underscoring the need for theory-based interventions to promote its acceptance. This study aims to identify specific motivators and barriers to regular cultivated meat consumption. Design/methodology/approach We extended the theory of planned behaviour (TPB) with underlying beliefs and psychographic factors and used structural equation modelling to analyse data from a representative sample of the Singaporean population (n = 748). Findings Perceived behavioural control, family opinions, product availability and health perceptions are key factors in promoting regular consumption of cultivated meat. Additionally, participants with higher nature-relatedness displayed more positive perceptions toward cultivated meat, whereas those with higher health consciousness expressed greater uncertainty. Practical implications Making cultivated meat more accessible through proper regulations remains crucial. We recommend future interventions focus on family-oriented dining settings and dishes for sharing to encourage cultivated meat consumption, alongside educational campaigns to increase awareness of its benefits. Originality/value This research provides theory-based insights using the TPB to understand consumer intention to regularly consume cultivated meat, which has not been previously studied. The study offers unique insights into consumer perspectives in a context where cultivated meat is approved for sale and consumption, providing evidence-based guidance for practitioners developing interventions to promote sustainable protein consumption.