ABSTRACT Cultured meat is increasingly seen as a potential solution to the environmental and ethical challenges of the livestock industry; however, its market success depends largely on consumer acceptance. This study investigates the factors influencing consumers cultured meat acceptance as a means to support sustainable consumption and production patterns. An empirical study was developed in Italy through 18 in‐depth interviews and a structured questionnaire administered to a sample of 836 consumers. The Theory of Planned Behaviour model was employed as an analysis lens, and data were tested using structural equation modeling. The results reveal that attitudes, subjective norms, and perceived behavioral control significantly influence consumers' intentions. Ethical and sustainability‐related benefits are key drivers of acceptance, while concerns persist regarding health and safety. The findings offer practical insights for companies and policymakers to promote informed consumer choices and foster responsible and sustainable behaviors while managing the introduction of cultured meat into the market.
Ungaro et al. (Wed,) studied this question.