Axiology of Cultured Meat and Consumer Perception: An Analysis Based on the Phenomenology of Perception

This study presents a systematic literature review to examine how the axiological values associated with cultured meat influence consumer perception, using the phenomenology of perception as an analytical framework. Fifty-four peer-reviewed qualitative and quantitative studies, identified through the Libraries Worldwide database, were analyzed using NVivo 12 software, based on predefined keywords and a rigorous selection grid. The results highlight several groups of axiological values that shape consumer attitudes, including the previously unexplored "axiological value of co-production" of cultured meat. Specifically, "dogmatic co-production" (e.g., religious or cultural co-production) appears to significantly enhance consumer perception and acceptance of cultured meat. The main limitation of this study lies in the absence of primary phenomenological field data, which may introduce researcher subjectivity inherent in qualitative paradigms. Nevertheless, the use of existing empirical studies ensures the relevance and reliability of this review. This research offers practical implications for communication strategies, suggesting that aligning messages with key axiological values and their amplifiers, particularly those related to co-production, can strengthen trust in and acceptance of cultured meat. For industry stakeholders, these findings provide guidance for value-driven positioning aimed at increasing consumer confidence. Academically, the study offers a novel perspective by integrating axiological analysis with phenomenology in the context of food technology adoption. Socially, it helps identify consumer concerns and expectations regarding the axiological values perceived as essential for the acceptance of cultured meat. The study's originality lies in its application of phenomenological analysis to axiological frameworks and in highlighting the central role of co-production, particularly dogmatic co-production, in shaping consumer perception.