How ethical and environmental message appeals influence consumer support for novel food technologies: epistemic value as a mediator

Purpose This study draws on value congruence theory and epistemic motivation theory to examine whether the effect of ethical and environmental appeals on consumers’ perceptions of technological improvement and support for government initiatives varies across different novel food technologies, including cellular agriculture, gene editing and controlled environment agriculture. It further investigates whether epistemic value acts as a psychological mechanism that mediates these effects. Design/methodology/approach A 3 (appeal: ethical, environmental and control) × 3 (food technology: cellular agriculture, gene editing and controlled environment agriculture) between-subjects experimental design was employed to assess the effectiveness of strategic communication in enhancing consumer perceptions. Mediation analyses tested whether epistemic value explains the relationship between these relationships. Findings Based on data from 1,360 New Zealand consumers, ethical and environmental appeals increased support for cellular agriculture but not for gene editing or controlled environment agriculture, likely due to differences in how consumers perceive these technologies relative to the message appeals. Additionally, epistemic value emerged as a key psychological mechanism that helps explain these differential effects. Originality/value This study highlights the importance of aligning message appeals with consumers’ perceptions of novel food technologies. It provides both theoretical and practical insights for improving public support for novel food technologies through more targeted and aligned communication strategies.