In light of the global climate crisis, food systems must transition from animal-based food production to healthier and more sustainable alternatives. Yet, consumer acceptance has remained limited. Cultured meat from cellular agriculture represents a promising pathway, as it replicates conventional meat rather than substituting for it, potentially overcoming the barriers faced by plant-based alternatives. However, consumers express both positive and negative beliefs and feelings about cultured meat, manifesting as ambivalence.


This study examines whether cultured meat elicits distinct ambivalence patterns compared to other protein alternatives and across different consumer groups with varying dietary identities. By doing so, we extend the theory on ambivalence to the acceptance of cultured meat. We hypothesise that cultured meat generates higher levels of ambivalence than other protein alternatives. Additionally, we expected dietary patterns to moderate these effects, with vegetarians/vegans showing greater ambivalence towards cultured meat compared to omnivores.


A between-subjects experimental survey is planned for October 2025 to be conducted with Dutch consumers (N = 2,500), who will be randomly assigned to evaluate one of five product categories: conventional meat, cultured meat, hybrid meat, plant-based analogues, and legumes. Participants will complete measures of subjective ambivalence, objective ambivalence (from ratings of beliefs and feelings), product acceptance, dietary self-identity (meat-eaters, flexitarians, vegetarians/vegans), food neophobia, and familiarity.


We will present key insights into how ambivalence towards cultured meat differs from that towards other protein alternatives and affects acceptance across different consumer groups. This study will also gain insight into the underlying beliefs and feelings that shape ambivalent responses. We expect that cultured meat will elicit the highest levels of ambivalence compared to other protein alternatives, with vegetarians and vegans experiencing stronger conflicting responses.


This research provides insights into the psychological mechanisms underlying consumer responses to cultured meat, informing strategies for more effective communication and market introduction of sustainable protein innovations.