A new study suggests people's moral values, particularly the value of purity, could significantly limit their uptake of cultured or cultivated meat. The research, published by ScienceDirect, reveals people who place high importance on living a natural life are more likely to reject cultured meat than those who do not.
The study, conducted by researchers at the Universities of Edinburgh, Queensland, and the Australian National University (ANU), surveyed over 1800 adults in the US and Germany. The study aimed to understand the relationship between people's moral values and their attitudes towards cultured meat, which is grown from animal cells as an alternative to traditional animal farming.
The findings indicate those who care deeply about the moral value of purity are less likely to view cultured meat positively and more likely to consider it unnatural. Interestingly, the moral value of not causing harm, which is often highlighted in the marketing of cultured meat as an ethical alternative to farmed meat, did not consistently influence people's attitudes towards it.
Source: Ai PFN Archives : People looking at cultivated meat
Dr. Matti Wilks from the University of Edinburgh's School of Philosophy, Psychology, and Language Sciences is quoted as saying , "Cultured meat is promoted as a potential way to address some of the ethical and environmental concerns associated with factory farming. This research offers a first step towards understanding which moral values could underpin attitudes towards cultured meat, and what feelings or ethical concerns might turn people away from it."
Despite these moral considerations about purity, the study also revealed an intriguing contradiction. While many people reject lab-grown meat due to its perceived unnaturalness, they still have no compunction about eating animals slaughtered unnaturally. This dichotomy highlights the complexity of moral values and their impact on food choices.
As the cultured meat industry, valued at an estimated $3.1 billion, continues to grow, understanding and addressing these moral concerns will be crucial for its future success.
The challenge lies not only in overcoming regulatory hurdles but also in navigating the intricate web of consumer values influencing acceptance and rejection of new food technologies.
Full study HERE.
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