Behavioural intentions towards cultured meat: the role of personal values, domain-specific innovativeness and distrust in scientists

Abstract

PurposeTechnology-based food innovations are likely to face opposition in consumer acceptance despite certain perceived benefits. This study investigates distrust in scientists as a barrier to cultured meat acceptance and its interplay with positive drivers. For the latter, this study draws upon higher-order values (universalism) and domain-specific innovativeness.Design/methodology/approachThis study proposes a conceptual model, which is empirically tested using an online survey of Austrian consumers (n = 509) and structural equation modelling.FindingsFirst, this study provides empirical support for the inhibiting role of distrust in scientists on the acceptance of cultured meat. Second, universalism and domain-specific innovativeness both positively impact consumers' behavioural intentions. Third, this study finds that consumers' innovativeness mitigates the negative effect of distrust in scientists on the willingness to try cultured meat, whereas the value of universalism does not moderate this negative effect.Practical implicationsThe findings are strategically useful for companies in the innovative food sector in terms of segmentation and targeting. For both companies and policymakers, the impeding role of distrust in scientists for technology-based food innovations depicts an aspect that might be considered relevant to be addressed.Originality/valueThis study adds to the current body of knowledge about consumer acceptance of technology-based food innovations, such as cultured meat, by jointly examining the relevance of human values, domain-specific innovativeness and distrust in scientists as well as their interactions to explain behavioural intentions.