A recent study suggests that people’s moral values play a significant role in their acceptance of lab-grown meat.
Research indicates that individuals who place a high value on living a natural life are more inclined to reject lab-grown meat, also known as cultured or cultivated meat.
The study delved into how people’s moral values influence their perceptions of meat grown from animal cells as an alternative to traditional animal farming. Those who prioritize moral principles like purity tended to view cultured meat negatively, perceiving it as unnatural.
Interestingly, the moral principle of avoiding harm to others was not consistently associated with positive or negative views on cultured meat, despite its portrayal as an ethical substitute for conventionally farmed meat.
These insights shed light on the emotional and ethical factors that may drive resistance towards lab-grown meat, an emerging industry projected to reach a value of US$3.1 billion.
Researchers from the Universities of Edinburgh, Queensland, Australia, and the Australian National University (ANU) surveyed over 1800 adults in the US and Germany to gauge their attitudes towards cultured meat in the context of their moral values.
Utilizing a social psychology approach, the researchers assessed individuals’ moral values across five categories: preventing harm or care, fairness, group loyalty, respect for authority, and purity.
Through questionnaires and statistical analysis, the researchers explored how moral values could predict attitudes towards cultured meat, which is produced from animal cells in laboratory settings as companies gear up for larger-scale production.
Findings suggest that in addition to regulatory hurdles, prevailing consumer attitudes towards cultured meat may need to be addressed for wider acceptance. Individuals who value purity were more likely to hold negative perceptions of cultured meat, irrespective of socio-economic status, political beliefs, or age.
This underscores the significance of emotions and moral values in shaping consumer attitudes towards cultured meat, which is currently authorized for consumption in select jurisdictions.
Dr. Matti Wilks from the University of Edinburgh’s School of Philosophy, Psychology, and Language Sciences commented, “Cultured meat is presented as a potential solution to ethical and environmental concerns linked to conventional farming practices. This study marks a crucial first step in understanding the moral values that influence attitudes towards cultured meat and the ethical considerations that may deter individuals.”
The study has been published in the journal Appetite.
