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This study focuses on the details of consumer response to lab grown 'cultured meat (CM)', compared to meat derived from insects, plants and animals. A sample of 254 New Zealanders were interviewed. A word association exercise revealed that consumer reaction to CM was dominated by affective, rather than cognitive factors. The linkages between a general food neophobia scale, a specific CM evaluation scale and purchase intent were studied. The general neophobia scale performed poorly as a predictor, while the 19-point CM evaluation scale performed well. Reducing this scale to its seven affective components, and then to just the two key affective components did not significantly reduce the scale's predictive performance. Overall, the results of this research reveal very significant differences in preference for meat products based upon their origins. Insect protein was strongly disfavoured over all alternatives, while cultured meat was significantly disfavoured compared to more established alternatives. The implications of this for the commercialisation of CM are discussed., Competing Interests: Declaration of Competing Interest The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper., (Copyright © 2022 Elsevier Ltd. All rights reserved.)

Clean meat (grown from animal cells rather than rearing animals) has the potential to address many concerns associated with meat production. However, research suggests that the perceived unnaturalness of clean meat could be a barrier to consumer acceptance. This study investigated the efficacy of different messages designed to address consumers' concerns about clean meat naturalness. In an experimental design, participants read one of four messages: clean meat is natural, conventional meat is unnatural, naturalness is not important, or highlighting benefits of clean meat without addressing naturalness. The results indicated that arguing that conventional meat is unnatural resulted in a significant increase in some measures of acceptance compared to other messages. Arguing that clean meat is natural and challenging the appeal to nature were less persuasive, and challenging the appeal to nature resulted in some measures of acceptance being lower than not addressing naturalness. We discuss these results in the context of existing naturalness research and give recommendations for further research., (Copyright © 2019 Elsevier Ltd. All rights reserved.)