Consumer acceptance of cheese alternatives from precision fermentation and the role of information provided

Abstract Precision fermentation (PF) uses microorganisms to produce dairy proteins and holds substantial potential to secure adequate protein supplies for a growing global population while addressing environmental, animal‑welfare, and human‑health concerns. Because consumer acceptance ultimately determines the success of novel food technologies, it is essential to understand how consumers interpret and respond to information. We conducted a randomized online experiment with Austrian consumers—an exemplar of a GMO‑critical EU member state—to examine how information cues emphasizing GMO use versus similarity to traditional methods affect acceptance of PF cheese, and to assess the roles of perceived unnaturalness and perceived risk in shaping these effects. Emphasizing GMO use decreased consumer acceptance, whereas emphasizing similarity to traditional methods increased it. The negative effect of the GMO cue was mediated by heightened perceptions of unnaturalness and risk, while the positive effect of the similarity cue was driven primarily by reduced perceptions of unnaturalness. These findings underscore the centrality of communicated information and heuristic processing in consumer responses to novel, technology‑based dairy products and offer practical guidance for PF communication strategies by relevant stakeholders.