Psychological determinants and consumer acceptance of cultured meat: a multi-dimensional analysis among Turkish adults

Purpose The environmental, ethical and health issues associated with conventional meat production necessitate the exploration of cultured meat as an alternative protein source. This study aims to assess the psychological determinants and consumer segments of cultured meat among Turkish adults. Design/methodology/approach The study was conducted using an online survey with 471 participants (66% male, mean age 28.4 ± 9.2 years), measuring awareness, willingness to try, risk–benefit evaluative orientation and attitudinal factors. An exploratory composite evaluative indicator, termed the risk-benefit evaluative index (RBEI) was constructed from seven concern questions, and standardized factor scores reflecting environmental–ethical (F1) and health–technology (F2) attitudes were calculated. Cluster analysis (k = 3) revealed three consumer segments: Supportive Optimists, Hesitant Pragmatists and Skeptical Resisters. Findings While awareness of cultured meat was relatively high, willingness to try remained limited. Consumer acceptance was primarily associated with attitudinal dimensions, particularly environmental–ethical considerations and trust in health and technology, whereas demographic variables showed limited explanatory power. Segmentation analysis revealed three distinct consumer profiles with differing acceptance patterns. Research limitations/implications The findings suggest that consumer acceptance is primarily shaped by multidimensional psychological evaluations, particularly environmental–ethical considerations and trust in health and technology. The study highlights a “high awareness–low acceptance” paradox and underscores the importance of communication strategies that address both perceived risks and benefits. By combining an exploratory composite evaluative indicator with factor-analytic attitudinal dimensions and consumer segmentation, this study provides a more comprehensive approach to understanding consumer acceptance and offers practical insights for promoting the adoption of cultured meat. Originality/value This study provides one of the first comprehensive investigations of cultured meat acceptance among Turkish adults by integrating a risk–benefit evaluative index, attitudinal dimensions, and consumer segmentation within a single analytical framework. By combining an exploratory composite evaluative indicator (RBEI), factor analysis, and cluster analysis, the study identifies three distinct consumer segments and highlights the “high awareness–low acceptance” paradox in an emerging market context. The findings demonstrate that evaluative and psychological attitudes, particularly environmental–ethical considerations and trust in health and technology, are more influential than sociodemographic characteristics in shaping consumer acceptance, providing practical insights for communication strategies and policies promoting alternative protein adoption.