Sustainable values of cultured meat: food innovation and customer behaviors in the restaurant sector

This study investigated Chinese consumers’ attitudes toward the sustainable value of cultured meat using a mixed-methods approach. Qualitative interviews identified key factors including environmental benefits, animal protection, nutrition, economic sustainability, and disease prevention. A quantitative process demonstrated that these factors significantly influenced attitudes, moral obligations, and behavioral intentions toward cultured meat. A structural analysis confirmed the five-factor structure, showing that pro-environmental, economic, and disease-related values positively impacted attitudes toward cultured meat. Age, novelty, and environmental awareness strengthened these relationships. This study provides valuable insights for promoting cultured meat and emphasizes the importance of sustainable value perceptions in consumer acceptance.