Lab-Grown Meat and Consumer Psychology: Attitudes, Disgust, and Adoption

cultured meat, or lab-grown meat, has FDA and USDA approval for sale in the US but is not yet widely available. Two psychologists explore why people may be hesitant or eager to try cultured meat, addressing moral values, disgust, naturalness, and the potential for adoption. They discuss differences between conventional meat, plant-based substitutes, and cultured meat, the role of costs and taste, and the social and economic factors that could shape future consumption. The conversation highlights how concerns about animal welfare and the environment interact with personal beliefs and cultural norms, and what might help cultured meat become a staple for some consumers.

Overview of cultured meat and consumer attitudes

The episode introduces cultured meat as a distinct category from conventional meat and plant-based substitutes. Cultured meat is grown from animal cells in a controlled environment, aiming to mirror real animal tissue without slaughter. Guests Maddie Wilks and Daniel Rosenfeld discuss how consumer interest in trying cultured meat translates into regular consumption, noting that many people are open to tasting it but not all intend to adopt it long-term. They point to motivational factors such as novelty, animal welfare, and environmental concerns, while acknowledging that some consumers remain strongly opposed.

"Most people are interested in trying cultured meat but few intend to adopt it as a regular staple." - Dr. Maddie Wilks

Moral values, disgust, and perceived naturalness

A core theme is the moralization of cultured meat, particularly the tension between harm-reduction arguments and concerns about purity or nature. The researchers describe disgust as a multifaceted emotion, including physical and moral dimensions, which can deter acceptance even when environmental and welfare benefits are clear. Vegetarians, for example, may express stronger disgust toward cultured meat, illustrating the complexity of consumer reactions beyond simple ethical alignment.

"Disgust, including moral disgust, plays a major role in opposing cultured meat." - Dr. Daniel Rosenfeld

Barriers to adoption in the United States and potential benefits

In discussing market challenges, the guests emphasize scalability and price as major practical barriers to US availability, rather than public sentiment alone. They outline potential benefits of cultured meat, including reduced animal suffering, a lower environmental footprint, and improved sanitary production conditions. They also address concerns about pandemics and zoonoses linked to traditional livestock farming, suggesting cultured meat could mitigate some public health risks.

"Price, taste, convenience, and social norms will drive adoption more than environmental arguments alone." - Dr. Maddie Wilks

Cross-cultural variation, gender differences, and future research

The conversation acknowledges that attitudes toward cultured meat vary across cultures and that gender differences in meat consumption exist. The researchers advocate for more cross-cultural research and for strategies that align with everyday consumer values, such as cost, flavor, and convenience, to normalize cultured meat in daily life. They also discuss the moral circle concept, which considers how different beings receive moral concern, as a framework for understanding diverse reactions to cultured meat and other novel foods.

Practical implications and next steps for researchers

Looking ahead, Wilks and Rosenfeld call for exploring how harm-based narratives interact with purity concerns, and for studying how social norms and economic incentives can accelerate adoption. They compare cultured meat to past food movements, such as organic or local eating, and consider how AI-assisted communication and credible summaries could help bridge gaps between scientific understanding and consumer choices.