Food innovation towards a sustainable world: A study on intention to purchase lab-grown meat

Lab-grown meat has been proposed as a food innovation to meet Sustainable Development Goal 12 of moving towards more sustainable consumption and production patterns. However, although technological innovations in lab-grown meat are advancing, a better understanding is needed regarding the perspectives of potential consumers of this product. Specifically, whether the perceived higher environmental sustainability of this meat compared with conventional meat influences purchase intentions remains unclear. The effects of perceived risks must also be assessed. To address these knowledge gaps, we propose a model that draws on the theory of reasoned action and integrate it with potential consumers’ perceptions of environmental sustainability and risks of lab-grown meat. We apply variance-based structural equation modelling using data from a sample of Italian consumers to evaluate the model’s explanatory and predictive accuracy. The findings highlight the effects of environmental sustainability and perceived risks on purchase intentions and provide insights for policymakers and businesses.