Role of trust and hedonism in driving novel food technology acceptance

Abstract

This study investigates consumer acceptance of novel food technologies, using cultured meat as an illustrative and emerging example. Given the uncertain long-term impacts of these technologies on the environment and society, understanding and fostering consumer acceptance will be crucial. To this end, our research assesses consumers' acceptance of novel food technology, incorporating elements of trust and convenience into the well-established Unified Theory of Acceptance and Use of Technology. We empirically tested our model through an online experimental design (Study 1) and a laboratory-based experiment (Study 2) to gauge consumers' actual food choices. Results from Study 1 indicate that hedonic motivation is a primary driver of behavioral intentions for novel food technologies. Similarl