Overcoming Barriers to Cultured Meat Market Entry

Advocates of cultured meat say that it could help solve many environmental and animal welfare problems. But psychologists have found that some consumers say they’d be reluctant to try it. Matti Wilks, PhD, and Daniel Rosenfeld, PhD, discuss the psychological factors at play when people consider eating lab-grown meat -- and meat in general -- and how moral values, disgust, and other factors contribute to people’s dietary choices.

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