Cultured meat could be a more environment- and animal-friendly alternative to conventional meat. However, in addition to the technological challenges, the lack of consumer acceptance could be a major barrier to the introduction of cultured meat. Therefore, it seems wise to take into account consumer concerns at an early stage of product development. In this regard, we conducted two experiments that examined the impact of perceived naturalness and disgust on consumer acceptance of cultured meat. The results of Experiment 1 suggest the participants' low level of acceptance of cultured meat because it is perceived as unnatural. Moreover, informing participants about the production of cultured meat and its benefits has the paradoxical effect of increasing the acceptance of traditional meat. Experiment 2 shows that how cultured meat is described influences the participants' perception. Thus, it is important to explain cultured meat in a nontechnical way that emphasizes the final product, not the production method, to increase acceptance of this novel food.

养殖肉可以替代传统肉，对环境和动物更友好。然而，除了技术挑战之外，缺乏消费者的接受可能是引入养殖肉的主要障碍。因此，在产品开发的早期阶段考虑消费者的关注似乎是明智的。在这方面，我们进行了两个实验，研究了感知到的自然和厌恶对消费者对养殖肉的接受程度的影响。实验1的结果表明，参与者对养殖肉的接受程度很低，因为它被认为是不自然的。此外，向参与者介绍养殖肉的生产及其好处，具有增加对传统肉的接受度的反常效果。实验2表明如何描述培养的肉会影响参与者的感知。因此，重要的是要以一种非技术性的方式来解释养殖肉，这种方法强调最终产品而不是生产方法，以增加对这种新颖食品的接受度。