Introduction. Cultured meat—produced by proliferating animal cells in vitro within bioreactors—represents an emerging frontier in food technology. Its potential benefits include substantial reductions in greenhouse gas emissions, water use, and land exploitation, while sterile, controlled production environments may lower the risk of bacterial or viral contamination. Despite these advantages, public debate remains intense, particularly in Italy, where commercial production is currently prohibited due to regulatory, safety, and ethical concerns.


Purpose. This study examined whether persuasive messages emphasizing consumer-oriented benefits or moral obligations toward the environment influence attitudes and moral norms, thereby shaping the intention to consume cultured meat.


Method. In July 2024, 729 Italian adults (50.5% men; M = 46.31 years, SD = 14.45, range = 19-81) completed baseline measures of psychological and sociodemographic variables (T0). In September 2024 (T1), 565 participants (52.7% men; M = 46.28 years, SD = 14.29) were randomly assigned to one of four conditions: (1) message highlighting positive attitudes toward cultured meat, (2) message stressing moral duty to protect the environment, (3) combined message, or (4) control group.


Results. ANOVA revealed a significant intervention effect on consumption intention. Bonferroni post-hoc comparisons showed that the attitude-focused message significantly increased intention compared with both the combined and control conditions. No other significant differences emerged among the remaining groups.


Conclusions. Findings indicate that communication strategies emphasizing direct consumer benefits—such as food safety and the controlled nature of production—are more effective in fostering openness to cultured meat than appeals to moral obligation or combined messaging. Although cultured meat is not yet authorized in Italy, these insights can guide stakeholders in designing evidence-based campaigns that highlight tangible, consumer-relevant advantages, potentially enhancing acceptance of this innovative food technology once regulatory conditions allow.